Lauren Hodges is the Creative Director at Chobani, a leading producer of Greek yogurt and related dairy products. With a keen eye for design and innovation, Lauren has spearheaded numerous creative campaigns that have significantly impacted Chobani’s brand presence. Her work often integrates modern technology, such as augmented reality (AR), to create engaging and interactive packaging experiences for consumers.
In this lively episode of Packaging Today, hosts Evelio Mattos, Adam Peek, and Cory Connors delve into the intersection of packaging, creative branding, and technology with none other than Lauren Hodges, the Creative Director at Chobani. Airing on September 23, this episode not only sets the stage for Chobani's latest Halloween-themed yogurt release but also unpacks the company's embracing of augmented reality (AR) for an enhanced consumer experience.
Lauren Hodges provides an in-depth look at Chobani’s Halloween packaging overhaul for 2023, highlighting the collaborative efforts with UK artist Dan Whitehouse, also known as Super Freak. From the creative process that started back in March to the integration of eight distinct AR experiences crafted for their yogurt flavors, listeners get a front-row seat to the behind-the-scenes hustle. With successes like a 35% increase in sales from previous AR-backed campaigns spurring on this year’s project, Lauren and the hosts discuss the impact of making yogurt consumption both fun and interactive. Emphasis is laid on new and more extensive AR games, physical and digital treats, and the ambition to weave dynamic packaging into Chobani’s future.
Chobani’s Halloween-themed yogurt packaging for 2023 was redesigned by UK artist Super Freak, with a comprehensive AR experience integrated into each flavor.
The augmented reality experience includes eight unique games, each tailored to a specific yogurt flavor, featuring animated backgrounds and character interactions.
Last year’s AR Halloween campaign led to a 35% rise in sales and over 90,000 unique game visitors, driving the decision to expand and enhance the initiative this year.
Chobani aims to make the packaging more sustainable by transitioning to recyclable materials and reducing the environmental footprint of their products.
The user journey and engagement provided by AR in food packaging have elevated consumer experiences, making Chobani a notable example of innovative packaging design.
"This year he just completely redrew it so it's head to toe, full on Halloween costume." - Lauren Hodges on working with artist Dan Whitehouse.
"We doubled down on the treats. And so this year there's, like, bigger and better treats." - Lauren Hodges discussing the improvements in their AR experience.
"Everyone flips differently. Some people dip; other people will take multiple flavors and put them together." - Lauren Hodges on the unique consumer interactions with their packaging.
"There’s a lot of complexity to it. People wish this was just a super simple thing, but it’s pretty tough." - Adam Peek on the challenges of sustainable packaging.
"With speeds of digital printing improving, it would be a really fun future state where you have unique packages nearly personalized for each consumer." - Adam Peek envisioning the future of packaging.Don't miss out on this captivating episode where packaging meets innovation, and learn how Chobani continues to pioneer in the food industry with creativity and technology. Stay tuned for more insights and trends in packaging on Packaging Today!
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