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Cini Minis — Turning Breakfast Fans into Festive Creators
Discover how Nestlé CPW used WebAR face-tracking to transform cereal packaging into a shareable social experience that made every eater the star of the show.
Client
Nestlé Cereal Partners Worldwide
Role
Creative Concept, AR Development, Motion Design, UX
Year
2024
The brief
Cini Minis is one of CPW’s most playful cereal brands, aimed squarely at Gen Z, their audience is mobile-native that live and share online. The brief was to create a fun, shareable digital experience that celebrated the joy of Cini Minis and turned festive cereal packs into social media moments. The objective: make the consumer the hero, and the pack the platform — transforming packaging into a channel that mobilised fans as social media creators.
The experience
Triggered directly from the festive cereal box, the AR experience placed users centre stage by superimposing their face onto a dancing Christmas character, set to upbeat seasonal music.
As users opened their mouths, the track switched up a gear, and the dance animation evolved, turning a simple moment into a surprise burst of interactivity.
Each shareable clip became a mini piece of user-generated content, designed to spread organically across social platforms.
The DESIGN
The visual style matched Cini Minis’ bold and cheeky brand world; high-energy, vibrant, and delightfully absurd. Fluid character animation and dynamic sound design delivered a polished, joyful feel, while the simple UI kept the focus firmly on the user’s star moment.
THE TECHNOLOGY
Developed using Zappar’s Mattercraft tool, the experience combined face tracking with a bit of shader magic to isolate the user's face and drop it onto the 3D body. Add to that the reactive animation, and the result was a fun and interactive musical performance that ran smoothly in any browser.
WebAR meant Cini Minis eaters could simply scan and jump right into the action – no downloads, no barriers.
THE RESULTS
Deployed across Nordic markets, the campaign exceeded expectations with standout engagement metrics.
Both average session length and social sharing rates were well above benchmarks, proving that a simple, joyful AR moment can transform a cereal box into a powerful social storytelling tool.
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