In 2006, Lifeway developed Probugs, an award-winning kefir drink geared towards young children. The goal of I Imagine Studio was to create an exciting story to educate kids about the new product. I Imagine Studio developed an advertising campaign that included print, radio and TV advertisements, as well as special events. To engage and entertain kids, IIS developed an online interactive game featuring Probugs characters.
The objective of this campaign is to create awareness of Probugs, who represent the good bacteria found in kefir. Using animated characters, we developed a story of good bacteria protecting the child against bad bacteria. The design is lively and colorful, conveying the message that this a drink made especially for young children. In addition to the online game, IIS used the animation in an electronic billboard that was shown in Times Square.