Danish multinational dairy brand Puck, widely cherished in the Middle East, has launched an exciting Back-to-School (BTS) campaign in partnership with Hasbro’s iconic Monopoly brand. Launched by PuckArabia and Titled ‘Win Every Moment Together!’, this innovative initiative aims to strengthen family bonds through playful negotiations during a time when routines and responsibilities are at the forefront of both parents’ and children’s minds. Let’s explore more about this collaborative ad campaign.
Playful Negotiations
Created in collaboration with FP7 McCann, the campaign is designed to turn everyday family moments into engaging experiences, making back-to-school preparations not just necessary, but also enjoyable. At the core of the Puck x Monopoly campaign is the idea that today’s children, equipped with vast information, function like young negotiators in daily family interactions. Ivan Bormaister, Creative Director at FP7 McCann Dubai, explains, “The campaign taps into this dynamic by transforming routine discussions into win-win moments, while also promoting better habits and routines with a playful twist.”
This approach is particularly relevant during the back-to-school season, when families are navigating new schedules and responsibilities. To further enhance this theme, Puck has introduced limited-edition packaging featuring the beloved Mr. Monopoly. Each package includes a QR code that offers customers a chance to win a range of prizes, from vouchers to exclusive Monopoly: Puck edition board games, culminating in the grand prize of free annual school fees.
Bridging Meals and Moments
The campaign seamlessly integrates various platforms, including social media, e-commerce, and in-store activations, to create a multi-faceted experience for families. Short social media films depict family members engaging in Monopoly-style negotiations, bringing the campaign’s theme of ‘winning every moment together’ to life. Additionally, meet-and-greet opportunities with a CGI representation of Mr. Monopoly create immersive experiences, inviting families into the playful world of Monopoly. Puck’s partnership with Monopoly is not just about promoting products; it’s about fostering joyful family experiences. As Natasha Mudgal, Regional Category Manager at Arla Foods, MENA, notes, “At Puck, we strive to bring families together around the dinner table, so collaborating with Monopoly felt like a natural fit. Both brands play an important role in family traditions—Puck with its delicious meals and Monopoly with its playful bonding moments.”
This campaign showcases how Puck distinguishes itself from competitors by placing a strong emphasis on its dedication to facilitating significant family moments during meals. It demonstrates that the dining table can serve as a place for happiness, bonding, and unforgettable interactions.
A Campaign for Every Family
The Puck x Monopoly campaign is a heartwarming tribute to the joys of family life, aiming to inspire lively and engaging moments that hold special meaning, especially as families gear up for the back-to-school period. Through infusing everyday discussions with excitement and enjoyment, Puck and Monopoly are not only showcasing their products but also crafting enduring and cherished experiences for families in the Middle East and around the world, fostering a sense of togetherness and shared joy.
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