Chobani Creative Brief By: Nicole Aust, Marissa Cole, Julie Guacci, & Azra Husain
Overview •
Increase Market Share by 1% in one year
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Competitors — General Mills and Dannon
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Main Products •
Chobani Fruit on the Bottom
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Chobani Blended
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Chobani Simply 100
The Customer •
Men and Women (already yogurt consumers)
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Healthy and Active Lifestyle
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Prioritize Family
Communication Challenges •
Competition creating a Cluttered Environment
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Consumers Screening Ads
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Reaching customers who are Loyal to Competitors
What is Chobani About? “Chobani is Genuine” •
Genuine in the Process, Product Quality, and Health Benefits
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Fun and Active Personality
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Bringing a Feel Good Attitude
Positioning Claim and Support •
100% Natural Ingredients 100% of the time
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Convenient and Portable Snack
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Donates 10% of their profits to Charity
What to Communicate? •
Tone/Personality — Family Oriented and Relatable, and Fun
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Healthy and Active Lifestyle
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Genuine, Real with ALL natural products
Result of Communication •
Increase Brand Loyalty and Awareness
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Brand Switching
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Increase Sales
Media •
Traditional Media •
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Prime Time TV Ads, Radio, Print in Magazine and Publications
New Media •
Digital Marketing — email, social media, viral video, product placement
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Promotional Contest
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POP Displays in Grocery Stores
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Billboard advertisements in NHL Arenas
Executional Mandatories •
Website: chobani.com
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Simple, Clean Packaging
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Logo — trademark name
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“Chobani: Join Our Family”