Plant-based food-tech company NotCo is changing the way people think about animal products with Not So Happy Animals, its newest campaign leveraging augmented reality. Using their mobile devices, consumers in the United States can visit the brand's microsite and scan animal food logos to get a musical message.
"If we really want to change the conversation, we need to be bold," said NotCo founder and CEO Matias Muchnick, "We are using this simple yet powerful insight: ‘why do logos of happy animals actually sell dead animals?'"
As part of the provocative Not So Happy Animals campaign, NotCo also released a two-minute film that depicts seemingly happy logo animals singing about their true feelings.
Provocative AR Campaigns
NotCo's 'Not So Happy Animals' Presents Food Logos in a New Light
Trend Themes
1. Augmented Reality in Marketing - NotCo's provocative AR campaign challenges consumers to rethink their perception of animal products by using augmented reality technology to bring food logos to life.
2. Plant-based Food Revolution - NotCo's Not So Happy Animals campaign is part of a larger trend towards plant-based foods, disrupting the traditional meat industry by appealing to consumers' ethical concerns.
3. Bold and Provocative Advertising - NotCo's campaign demonstrates the power of bold and provocative advertising to spark conversations and challenge societal norms, encouraging other industries to consider similar approaches.
Industry Implications
1. Food Tech - NotCo's innovative AR campaign presents disruptive opportunities for the food tech industry by reimagining how food products are marketed and encouraging a shift towards plant-based options.
2. Marketing and Advertising - NotCo's Not So Happy Animals campaign highlights the potential for disruptive innovation in the marketing and advertising industry through the use of augmented reality and provocative messaging.
3. Meat and Animal Product Industry - NotCo's campaign poses a disruption to the meat and animal product industry by challenging the perception of animal-based products, prompting consumers to consider alternative options.