Success story · Chocolates Lacasa

Lacasitos App

Augmented Reality QR codes generated

Case summary

An Augmented Reality mobile app that digitalises Lacasitos packaging: the QR on the tube brings five animated collectible characters to life.

Chocolates Lacasa, one of Spain's best-known chocolate companies, has digitalised the packaging of its flagship brand Lacasitos to turn it into a point of interaction with new generations. The official app turns the tube into a gamified Augmented Reality experience: scanning the QR code brings up one of five animated collectible characters that children can see and feed with sweets in their own surroundings —home, park, street—. The project reactivated the brand's relationship with young consumers, reaching an average usage time of more than six minutes per session.

Client

Chocolates Lacasa

Sector

Retail & Leisure

Service

Gamified marketing

7.000.000

QR codes generated

30.962

Unique users

6:31 min

Average usage time

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01 The challenge

Digitalising the packaging and making it magical

A tube of Lacasitos has always been a closed physical product: once at home, its relationship with the brand ends when the child eats the last sweet. Chocolates Lacasa wanted to break that logic and turn the packaging of its most iconic brand into something more interactive, digital and magical, capable of surprising consumers beyond the product itself and reactivating the bond between Lacasitos and the new digital generations. The challenge was to find a creative mechanic capable of connecting the physical packaging with a fun digital universe, without losing the brand's magic and classic character.

02 The solution

One scan, one character and a gateway to the Lacasitos universe

The solution is an Augmented Reality mobile app in which, on scanning the QR code on the Lacasitos tube, five animated collectible characters appear that need to be fed the famous chocolate sweets. The characters can be summoned in any setting —home, street, park—, where children watch them dance, swim or skateboard alongside the real sweets from the tube. The collecting mechanic across five characters invites children to repeat the experience and compare with friends, turning a lifelong product into a memorable digital experience for new generations.

Next step

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Key learnings

What this case teaches the sector.

Packaging as a new digital channel

FMCG packaging has always been a closed product: once at home, the relationship with the brand ends. QR and Augmented Reality turn the packaging into a digital touchpoint that triggers a new experience every time the child opens the product.

Augmented Reality as a game engine, not a visual effect

Most Augmented Reality projects stop at the visual effect. Lacasitos App goes further: the characters come to life at home, on the street, in the park, and the child interacts with them. More than six minutes of average use per session: it's a real game.

Digital collecting as a driver of repeat use

Five collectible characters turn what would be a one-off experience into a repeat mechanic. Children don't just eat Lacasitos: they want to complete the collection, compare with friends and discover which character will appear. The classic gamification of collecting, taken into the digital realm with AR, keeps a brand alive for months.

The digital layer as an ally

Lacasitos App doesn't compete with buying the product in store: it boosts it. Children want another tube not only for the chocolate, but to find out which character appears, complete the collection and enjoy new AR experiences. What we've learned is that a well-designed digital layer creates added value directly connected to the physical channel, without cannibalising it.

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