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Pop-Tarts Tajin Sauce Influencer Mailer

Case Studies / August 17, 2023
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Program Details
Kellogg’s agency reached out to our team to design a limited-edition influencer box. Kellogg’s partnered with the leading fruit seasoning in the U.S. and Mexico to release a Pop-Tarts x Tajin “flavor-intensifying” kit. The box featured the Tajin package brand colors overlaid on the Pop-Tart brand colors to visualize the coming together of two great brands. The graphics had to be consistent and continuous and in a simplistic way, showing two great brands coming together. Sustainability is essential to the customer and thus the packaging needed to be made with recycled materials that were also recyclable. The packaging had to be cost effective and on budget. The package required easy assembly and durability to withstand shipping conditions.

Execution Details
Each package included Tajin’s signature Clasico Seasoning and its new Fruity Chamoy Hot Sauce as well as a selection of fruit-flavored Pop-Tarts, such as Frosted Strawberry, Frosted Wild Berry, and Peach Cobbler. The package also featured Pop-Tart/Tajin pairing suggestions and flavor descriptions so consumers could branch out and do their own experimenting.

The Vanguard design team started with the agency’s supplied renderings showing the potential graphics and product layout. Through collaboration, research, and testing, we felt simplicity and bold colors would best accentuate the variety of products contained within the package.  This influencer kit needed to be a nontraditional “box/mailer”, leverage the strong brand identify of both companies, and needed to have a WOW factor in design, look, and feel.

Program Summary / Results
Cost Effective: The packaging was produced complete turnkey and cost optimized to meet the customer’s budget and program objectives. We achieved this by printing on one side of the material but the way that the box was assembled it looks as though its printed on all sides.
Packaging Performance: The packaging performed well as it had to hold up in FedEx shipping, keep the product safe and in place while maintaining its structure since these were going to be shared online.
Unboxing Experience: The packaging was developed to be easily unboxed. The graphic treatment, structure, and inserts supported unboxing ease and personalization.
Overall Success: The kits sold out on Instagram. As a result, the customer has ordered other influencer boxes from us.