Chobani Releases Spooky Packaging with AR Experience from Tool

Chobani has unveiled a new packaging-led campaign ahead of spooky season, featuring an AR experience from Tool, which can be found in stores across the US today.

Chobani Flip 4-packs are getting into the Halloween spirit with a "costume" of their own. The overwraps of seven Chobani Flip flavours have been transformed into spooky, interactive packaging complete with an AR experience.  

By scanning the QR code on the packaging, the world of Halloween-themed Chobani Flip comes to life on any smartphone. Fans can engage in the AR experience by knocking on doors to find tricks and a treat. 

Treats include both digital and physical surprises, from phone screensavers and keychains to hats and mini fridges.

The AR experience was developed by creative production partner, Tool and powered by WebAR development platform, 8th Wall/Niantic.  

One of the project's key challenges was transforming 2D traditional illustrations into dynamic and exciting 3D experiences. To achieve this, the team combined 3D elements with 2D artwork to create a blended 2.5D experience that stayed true to the packaging's unique style. They brought the illustrations to life dimensionally, utilizing the 3D space provided by AR.

Chobani harnessed AR technology provided by 8th Wall/Niantic, enabling a markerless AR experience that any customer can access through a web browser (no downloads required!).  

A custom pipeline was developed, involving the recreation of 2D illustrations and then translation of these images into 3D elements which were then animated without losing that illustration and frame by frame style.