Brief:
- Dixie, the Georgia-Pacific brand of paper cups and plates, introduced a line of cup designs that interact with a mobile app to make encourage better tooth-brushing habits for kids, the company announced. The mobile app, developed by Blippar, lets kids scan a Dixie cup with a mobile camera to activate brushing games that last two minutes, the minimum brushing time recommended by the American Dental Association.
- Dixie sells two designs of 3 oz. cups that feature kid-friendly themes that prompt users to engage in experiences like exploring the "molar system" in outer space or selecting digital toothbrushes to fend off monsters. The app awards "golden molar" prizes for completing the full two-minute brushing routine. Kids can collect the golden molars and redeem them for more toothbrushes with different virtual super powers.
- Dixie also introduced a 5 oz. cup design that features riddles and brain teasers, with answers that are unlocked on the Blippar app, to encourage kids to develop healthy habits. Dixie is supporting the rollout with digital and social media advertising aimed at both kids and parents.
Insight:
Dixie's AR experience gamifies dental hygiene to help kids take better care of their teeth while developing an affinity for its brand of paper products. It's another example of how consumer brands are harnessing AR technology to complement the basic functions of their products with new experiences that educate and entertain through a smartphone camera, merging the physical and digital worlds.
Some American households are shifting toward mobile technology and smart home devices to ease everyday tasks, suggesting that Dixie's "don't rush the brush" experience could appeal to both tech-savvy kids and parents. If the immersive and entertaining experience helps kids develop better brushing habits, perhaps parents will continue to purchase the brand's monster-themed cups, establishing loyalty and positioning Dixie as an innovative, top-of-mind CPG brand.
As tooth decay is a significant health issue for kids, educating them with AR apps is one way to make good use of their screen time. More than 50% of children are affected by tooth decay before age five, according to the American Academy of Pediatric Dentistry. Nearly the same percentage of kids (42%) under 8 years old have their own tablets, and 98% live in homes with at least one mobile device, according to a survey by the nonprofit Common Sense. Children are spending more time with mobile screens over the past few years, pointing to an area of opportunity for marketers looking to capture the attention of young kids and get them familiar with a brand early on.
