Nestlé Jungly - A Sweet Comeback With a Digital Twist
Nestlé Jungly, a beloved milk chocolate, was temporarily removed in Spain a few years ago but was recently brought to the shelves due to fan demand. However, after the relaunch, a very important detail was missing from the Jungly package: the absence of Jungly animal-themed collectible cards, which left fans requesting that the collectible cards should be brought back.
In response to this request, while acknowledging Jungly's fans' transformative journey over the years, maturing both in age and preferences, a strategic decision has been made to align with the current more mature and digitally engaged demographic.
To cater to this evolved demographic and contemporary tech trends, in the fall of 2022 I was contacted by the Ogilvy Barcelona team to help them with the launch of the Nestlé Jungly mobile app.
In this project, I was responsible for the UI design, creating backgrounds, conceptualizing and designing avatars, and defining a fresh, modern visual direction that stayed true to Nestlé's Jungly identity. Over several months, I collaborated closely with Ogilvy's creative team to ensure perfect alignment with Nestlé's vision for the project.
Nestlé Jungly app allows Jungly enthusiasts to effortlessly collect 50 digital cards, therefore offering a seamless transition from the traditional printed format to the digital format. These cards feature captivating animals like caimans, axolotls, and toucans. To obtain these digital collectibles, Jungly fans can participate in the Daily Adventure accessible within the app, receiving random cards through surprise chests.
Inside the chocolate tablet wrappers, the fans will find unique codes, providing access to three digital animal cards per code. With a total of 50 cards available, fans can collect and trade these digital treasures within the app. The digital adaptation not only enhances accessibility but also adds a layer of excitement to the timeless tradition of collecting.
Inside the chocolate tablet wrappers, the fans will find unique codes, providing access to three digital animal cards per code. With a total of 50 cards available, fans can collect and trade these digital treasures within the app. The digital adaptation not only enhances accessibility but also adds a layer of excitement to the timeless tradition of collecting.
As an exclusive incentive, the first 10,000 users completing the full digital card collection will earn the prestigious title of "Embajadores Jungly." In recognition of their achievement, these ambassadors will be rewarded with a unique NFT featuring their avatar and will enjoy monthly access to exclusive content and rewards.
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