Elite’s Parra (“Cow”) Chocolate is one of Israel’s most time-honored, beloved chocolate brands. The Parra brand has used an iconic cow in its signature red packaging since its inception in 1934.
In 2015, We sought a new way to breathe new life to the popular brand and to offer added value in order to increase consumer engagement with the brand, using innovative packaging.
Instead of a traditional red wrapper, each individual piece of the "Para" Chocolate bar has a unique design and can be folded into one-of-a kind paper sculptures of cows using origami, thus giving the campaign its unique name: Origamoo.
The origami project has been printed on over a million individual wrappers, and has been shared online thousands of times.