Soprole, one of the most recognized food brands among Chilean families, launched an innovative campaign aimed at boosting consumption of its 1+1 and Jalea UNO desserts among teens. The initiative was designed in partnership with Kidscorp —the leading adtech company for U18 audiences in Latin America— and executed in collaboration with Initiative. The campaign focused on combining data, creativity, and technology to reach a key audience segment with real impact, all within a safe digital environment that actively protects minors and ensures full regulatory compliance.
Being present where they play, decide, and influence
Connecting with new generations requires a deep understanding of their habits, interests, and digital behavior. Leveraging market data and Kidscorp’s expertise in kids & teens audiences, concrete opportunities were identified to support Soprole’s strategic approach.
Research shows that 70% of minors directly influence household food purchasing decisions, representing significant potential for brands. In Chile, 72% of teenagers play video games, making it their top entertainment activity. Within this group, Roblox stands out as the most popular platform: 46% use it, 39% say it’s the one they play most, and 35% name it as their favorite. These insights positioned Roblox as the ideal environment for the campaign — a fully immersive brand experience was designed that organically integrated the product into gameplay, driving recall and adding value to the user experience.
“We faced the challenge of connecting with teens in an environment where they felt comfortable, and Roblox gave us that opportunity. Partnering with Kidscorp was key to doing it strategically, creatively, and safely,” said Rodrigo Cubillos, Marketing Manager at Soprole.
Purpose-driven, responsible advertising
The campaign was exclusively targeted at minors, promoting products that are 100% free of warning labels, and aligned with the highest standards of responsible communication and child well-being. This effort is part of Soprole’s broader mission to encourage healthy habits, spark creativity, and support teens’ emotional wellness by embedding its brand message through entertainment and play.
Turning dessert into a fun, immersive, and memorable experience
Kidscorp designed and executed a fully digital, immersive strategy within the Roblox universe, structured around two core pillars:
Portals: Branded presence in high-traffic areas of Roblox, with digital billboards and signage providing contextual visibility and native-format integrations.
Custom minigames: A visually engaging, dynamic runner-based experience where players navigated themed worlds, overcame obstacles, and explored the universe in first person, enriched with graphic elements tailored to each product.
The activation was powered by Kidscorp’s proprietary data stack, which identified micro-audiences with affinities for simulation, crafting, and combination game mechanics — perfectly aligned with the campaign’s gameplay. This ensured accurate segmentation, relevant content, and a 100% COPPA-compliant environment.
“We’re proud to support brands like Soprole in their digital evolution. We transformed the product narrative into an interactive experience, ensuring real connection and regulatory compliance with every impression served,” said Pablo Molina, Head of Sales at Kidscorp.
Reach, real engagement, and direct impact on purchase intent
The campaign’s KPIs significantly outperformed industry benchmarks in reach, engagement, and brand building. Key results included:
25,000+ impressions served in Roblox teleports.
11,000+ unique sessions in the minigames.
10,000+ unique players engaged in gameplay.
2 minutes and 30 seconds average playtime — exceeding the category average and ensuring extended, high-impact brand exposure.
90% replay rate, a strong indicator of engagement and positive brand connection.
How real brand preference is built in the digital age
This case not only strengthens the digital positioning of products like 1+1 and Jalea UNO among teens, but also proves how brands can fulfill their purpose through fun, safe, and effective formats with measurable impact.
The key takeaway for the industry is clear: when brands understand new generations’ consumption logic, focus on healthy products, and rely on expert partners like Kidscorp, they move beyond advertising — and build genuine brand preference.
