Frijj backs new range with digital push

Frijj flavoured milk, is backing the launch of a premium range of products with a digital marketing campaign that challenges viewers to watch amusing videos without their webcam detecting them smiling.

Frijj: backs new range with digital push
Frijj: backs new range with digital push

'The Incredible' range features three new flavours – honeycomb choc swirl, jam doughnut and sticky toffee pudding.

For each flavour the brand has designed a character and their packaging directs consumers to its Facebook page to find out more about them.

The campaign will start with a facial recognition game on the Frijj The Incredible website called You LOL you Lose, created by Iris.

Players are challenged to keep a straight face while watching amusing YouTube videos, and the facial recognition technology detects when they smile.

As part of the push in September the brand will also launch a free Pet Translator iPhone app. Outdoor ads, created by Grey London, will direct consumers to its Facebook page.

UM London handled the social media activity for the campaign.

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