The return of Nestlé Jungly via augmented reality

The challenge: To turn the eagerly awaited return of Nestlé Jungly into a participatory digital phenomenon

After years away from the market, massive consumer demand fuelled the #ElRetornoDeNestléJungly campaign. The brand’s main challenge was to transform the high levels of anticipation and accumulated nostalgia into an unforgettable interactive experience. The conversation took social media by storm, demanding an active response to the public, turning the first bar produced into a genuine object of desire, backed by the involvement of leading content creators.

Against this backdrop of huge media coverage, the technical and creative challenge was to capture the iconic visual essence of the original packaging and bring it into the digital world of Instagram. A distinctive element was needed that could hold the user’s interest, encouraging ongoing engagement and virality through simple, intuitive and challenging game mechanics.

Nestlé

A leading multinational food and drink company, setting the standard for innovation and emotional connection with consumers.

Industry

The solution: A gamified augmented reality filter on Instagram

Marketing

Innoarea designed an exclusive augmented reality filter for Instagram, conceived as an interactive mini-game. Drawing on the product’s vibrant colours and classic adventurous aesthetic, the filter brought the magic of Nestlé Jungly to smartphones, allowing users to compete, record scores and share their achievements directly on their profiles.

The integration of gamification added a competitive element that encouraged the community to engage with the content repeatedly. By combining augmented reality technology with nostalgic elements, the solution enabled the brand to connect deeply with its consumers, maximising engagement as part of the campaign’s comprehensive strategy.

125k

Posts created directly using the filter on Instagram

28%

Average engagement achieved in the global campaign

Screenshots and interactions saved by users

Interactive challenge that encourages competition and a constant drive to improve
Graphic elements and a colour palette true to the packaging and the classic jungle theme
An accessible experience directly from the social media app’s camera, with no need for external downloads
An interface designed to make it easy to take screenshots, record videos and share directly to Stories (UGC content)

Key findings

The augmented reality filter exceeded expectations, generating thousands of screenshots and shares, and became a key driver of engagement within a campaign that won Gold at the Eficacia Awards. Constant user interaction boosted positive sentiment towards the brand and strengthened the emotional bond between the consumer and the product.

The success of the digital campaign helped Nestlé Jungly re-establish itself as the best-selling chocolate bar on the market following its relaunch. The combination of active listening, influencer marketing and AR technology demonstrated the impact of interactive experiences in strengthening the brand’s commercial reach and reputation.