A collab between Babybel Cheese and Candy Land is targeting both Millennial parents and their kids. A recent survey from the snack company found that over 60% of parents feel disconnected from their kids when they play together since playtime is now often associated with digital games (that Millennial parents can sometimes be unfamiliar with). In an effort to reconnect today’s parents with their kids, Babybel paired up with the throwback board game’s maker Hasbro and Havas to tap into the older gen’s nostalgia while also appealing to the next gen’s love for play. From now until October fourth, consumers can visit the BabybelGoodnessLand landing page to win the limited-edition game. YPulse research shows that young consumers genuinely like when brands tap into nostalgia as a marketing tactic to target both the previous and next generation of consumers. (Ad Age)
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