Targeting 18-34-year-olds, the 'Light & Free Ink' campaign sees four British artists design bespoke packaging for the new yogurt range.
Each artist hails from a different artistic discipline, including street art, graphic design, and illustration. The four artists are graffiti artist Nerone, designer Morag Myserscough, illustrator and lettering artist Justin Poulter and graphic artist Neil Stevens.
Alongside the bespoke packaging, each of the selected artists have curated playlists, which can be accessed by a unique Spotify code on the Light & Free packs.
Spotify is also running video and display ads on its platform to drive listeners to the hub with the artist-created playlists.
Commenting on the month-long campaign, Rakesh Patel, head of UK Sales at Spotify said: “We loved partnering once again with Danone and Wavemaker on this great campaign which really helps emphasise how brands can tap into our highly engaged audience in a creative, personalised way."
Marine De Chanterac, brand manager at Danone added: “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.
"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!”