The late 2010 change in the packaging of Lacta Chocolate from it’s iconic red and white paper to a new plastic wrapper brought with it an unexpected controversy. The paper wrapper had become well known as a medium for lovers to exchange romantic notes, and the brand had used this feature in its TV advertising for years.
OglivyOne Athens has come up with a mobile app featuring augmented reality to help Lacta retain it’s status as a the chocolate of romance for Greeks.
The app allows Lacta chocolate fans to write a message to a Facebook friend. The friend receives an alert that a hidden message is waiting for them with instructions to download the Lacta app to view the message. The viewer can see the message by purchasing a Lacta bar and holding it in front of the camera of their smartphone.