Yoplait adds style to the yogurt aisle
The next cup of Yoplait you pick up might just inspire you to strut like a fashion model while you shop.
Today, the brand is excited to reveal the Yoplait Signature Collection – six limited-edition cups with designs inspired by dresses from designer Christopher Straub, a past contestant on Project Runway.
“This could be the biggest thing that I’ve done so far in my life,” Straub says. “I’ve created these pieces in my studio, for myself. And now everyone can view them and everyone can have a little piece of that experience. And that’s the coolest thing.”
The six cups in the Yoplait Signature Collection are available now, exclusively at U.S. Target stores, through February.
Three Yoplait Original flavors are in the collection: Harvest Peach, Orange Crème and Strawberry. There also are three Yoplait Light cups: Blueberry Patch, Key Lime Pie and Strawberries ‘N Bananas. The flavors haven’t changed, only the cups have been styled by Straub.
The project has been in the works for awhile.
“The Yoplait Signature Collection was born during a brainstorming session a few years ago,” says April Cathcart, key account manager in Dairy at General Mills.
“When I first connected with Yoplait, we knew we wanted to work together but we didn’t know what this project was going to look like yet,” says Straub. “So we threw around a bunch of ideas and then we came up with ‘What if the Yoplait cup is inspired by my designs, my texture, and my art?’ I really thought about the personality of not only the flavors, but those textures and the colors in the dresses.”
Known for his out-of-the-box stylistic creations that evoke fantasy and whimsy, Straub is from Minneapolis.
“Christopher had an existing relationship with the Yoplait team and has been a huge supporter of the brand,” says April. “His love of Yoplait, unique design talent and Minnesota roots made him the perfect partner to bring this project to life.”
The Yoplait team spent the last few months gearing up for the launch, gathering images and video content for the campaign. At a photo shoot, models wore Straub’s dresses while holding the Yoplait cups.
“The social media element is equally exciting and provides a fun way for our fans to see all stages of the program, from the inspirational dress sketches, cup design evolutions and behind-the-scenes of the photo shoot, “ April says.
“We think fans of Yoplait will not only love the creative packaging, but also the behind-the-scenes look at how Christopher’s designs inspired the cups,” says Kathy Dixon, on the Yoplait marketing team.
Hear Straub talk about the Yoplait Signature Collection in this video.
“The Yoplait Signature Collection is a highly-visual campaign that lives at the intersection of flavor, fashion, and fun,” says Andrew Lainsbury, integrated shopper marketing, General Mills. “It’s been a true collaboration of efforts, involving teams from across General Mills, agency partners and of course, Christopher.”
“There have been so many people and teams involved in the project,” adds Kathy. “It has been such a great learning experience. I’m so excited to see the product on the shelf and see the consumer reaction.”
Straub also created two original gowns, using Yoplait cups and lids, as part of the campaign. They will be unveiled at Mercedes-Benz Fashion Week next month. Samples of the limited-edition Yoplait Signature Collection cups also will be available there too, and Yoplait will host a special reception featuring Straub.
The cup designs he inspired prove that yogurt can taste great and look great too.
“The cups are collectable pieces of fashion on their own,” says April.
To learn more about the Yoplait Signature Collection, visit Yoplait.com/Target.
Editor’s note: Target also wrote about the Yoplait Signature Collection, read their post on “A Bullseye View.”
Media/bloggers: More photos are available on our Flickr page.
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