French food company Danone is teaming up with Spotify to help promote its Light & Free yoghurts with an artistic campaign aimed at 18 to 34-year olds.
The ‘Light and Free Ink’ campaign, which runs until 31 March in the UK, sees Danone working with four British artists across four different disciplines – street artist Nerone, designer Morag Myerscough, illustrator and lettering artist Justin Poulter, and graphic artist Neil Stevens. Each of these artists has designed bespoke packaging for Light & Free, while also each having curated a Spotify playlist which can be accessed by scanning a Spotify code on each pack of Danone’s Light & Free.
In addition, Danone – which is also working with Wavemaker on the campaign – will run video and display ads on Spotify aimed at driving listeners to the Light & Free hub where the artist-created playlists can be listened to.
“The Light & Free brand stands for positivity and self-expression and we’re very excited to be celebrating this with our new limited-edition packaging designed by artists,” said Marine De Chanterac, brand manager at Danone. “We have partnered with four incredible UK-based artists that use ink as a way of self-expression. Each artist, unique for its style, has designed packaging for two of our eight flavours, bringing their own creative talent to our playful range. The designs will be brought to life through digital, in store and TV, celebrating each of the eight flavours and the personality of our brand.”