Chobani is getting into the Christmas spirit with the relaunch of its limited-edition Christmas Pavlova Flip this December, working with Sydney-based studio The Key Branding for the pack design.
The Pavlova Flip is a ‘good-for-you’ take on the classic dessert, combining low-fat passionfruit yoghurt, cookie crumble, raspberry pieces and meringue chunks.
There are only 70,000 units of the Christmas Pavlova Flip available in Woolworths stores around the country, and when it comes to limited batch flavours, Chobani Australia managing director Peter Meek told Food & Drink Business that is when the company can push boundaries and be most creative.
“Packaging is just one of the ways we can surprise and delight consumers, so we wanted to do something new and unexpected,” said Meek.
“Our consumers were wowed by our die cut Spooky Vanilla ghost pouch last year, so we couldn’t wait to create another character for our Christmas job lot that we could activate across different platforms.
“We explored a few different creative territories, ranging from a more traditional Christmas feel to a more modern, abstract Christmas. We landed on a crisp, Scandinavian style and colour palette as it captures the clean and fresh qualities of our brand and product.”
The pack design features a creamy background complemented by a red reindeer, which is synonymous with Christmas, said Meek. It also features bolder metallic colour accents in the ornaments, speaking to the mix-ins found in the yoghurt.
Meek told F&DB it was important to maintain clear brand recognition when developing the design and introducing different kinds of typography onto the pack.
“That’s why we keep our logo’s position and typography consistent no matter which SKU. When bringing in any new typography, we make sure that the look and feel is consistent with Chobani’s personality.
“We also make sure that bringing in a new typography adds something to the design that we can’t already achieve with our own typeface. For pavlova, we used a bolder version of our titling with added lights for a festive touch,” he said.
Callouts such as ‘Merry Cho-mas” also help to catch shoppers’ attention when in the yoghurt aisle, as well as getting into the festive spirit.
The Chobani Pavlova Flip comes in 140g packs for RRP $3.00 and is available in Woolworths stores until sold out.