CHOBANI X THE WILD ROBOT
05 - December 2024
Chobani released a discontinued product onto Canadian shelves to respect Canada's milk supply quota. Chobani’s oat yogurt brings together Canadian families who need a dairy alternative that aligns with their green-footed lifestyle and will trickle down to their children’s food choices.
Chobani’s collaboration with The Wild Robot is an ode to the ‘Dear Alice’ campaign video from the Summer of 2021. This collaborative project with Ann To was made to bridge the movie and the novel’s visuals to bridge the theme of a proactive, nutritional lifestyle promoting a healthy parent-child connection.
The research phase includes a breakdown of Chobani’s brand pillars and their comparators within the dairy alternative space that ultimately set them up with an in-depth strategy to earn their spot on Canadian shelves.
The design phase strategically pairs the visual style of The Wild Robot’s movie adaption, novel textures, and Chobani’s vibrance to compose a system that effectively influences the packaging and marketing media.
Lunchbox Mock-Up
Furnishing kids with a Chobani lunchbox aims to abolish school lunch shaming. What’s inside doesn’t matter, every kid still eats well.
01: RESEARCH PHASE
02: DESIGN PHASE
OOH Media
This is an example of out-of-house media for the Chobani and The Wild Robot campaign. The copywrite reads,
“Rozzum has a new task to complete and Chobani knows how to fulfill one. Our new Oat Yogurt that’s made for Canada. With love.”
OOH media would be out in high-density areas, subway entrances, and sites surrounding nature. To respect natural life, parks and conservation sites would be excluded.
Yogurt Packaging
This carousel features up-close illustrations of the packaging, featured on the oat yogurt products with flavours associated with the respective characters.
Honey Coconut Matcha represents Brightbill, recommended for parents due to the caffeine.
Seasalt Chocolate represents Rozzum, recommended for teenagers who want to explore new flavour combinations
Vanilla Berry Mix represents Fink, recommended for children who want a mix of familiar flavour profiles.
