Danone & Spotify Collaborate on the Light and Free Ink Campaign

The exclusive yogurt packaging by Danone is perfect for the music lover. The French company partnered with popular streaming service Spotify to deliver a customizable character to its product. The personalized yogurt packaging initative ran until March 31st and the kernel of its authenticity was contained in a special Spotify QR code. When scanned with a smartphone, consumers were able to unlock a specially curated playlist.

Dubbed ‘The Light and Free Ink,’ Danone and Spotfiy’s yogurt packaging experience was designed by four creatives — street artist Nerone, illustrator Justin Poulter, graphic artist Neil Stevens and designer Morag Myerscough. Each Spotify playlist was also curated by them.

The scannable QR code on Danone’s exclusive yogurt packaging surely motivates interest in consumers due to its interactivity and music-friendly aesthetic.

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