Brandworld // Brand ID // Packaging // Shopper marketing // Innovation // Sponsorship // Advertising

Chobani has always been about feeling. Quality. Passion. People. To nourish life. To nourish the people, the planet and the soul. But, Chobani can’t separate the power of food from the power of life. Chobani believes food can change the world. If it’s better. The brand and its founder’s mission is to bring better food to more people.

The brand sold its first cup of yogurt in 2007. In the next decade, it scaled enormously ... often line extending without much thought to brand architecture. As a result, product platforms were cannabalizing each other. And, in other instances, products were rushed to market with enthusiasm but not intense thinking on naming, design and shelf presence.

BrandWorld

In 2014, the brand had flatlined. We stepped in with a brand positioning that simplified and translated what Hamdi Ulukaya, Chobani’s founder, felt when he started the business. We emulated the playbook on modern economy brands: Simple, Consistent, Resonant and Integrated. We removed complexity, created predictable behaviors and made it easier for consumers to place the brand in their lives.

Hamdi asked us to next focus on his packaging ... something he saw as more important than advertising or any other channel. In a matter of weeks, we presented him with a new expression of packaging that examined all aspects but structure. This expedient overhaul could immediately affect sales and relationships with customers (retailers). On the day we presented the design, the man well-known for handing out “Shepherd’s Gifts” said to us, “you’ve given me a gift today.” Over the course of the next 15 months, we rectified the cannabalization issue as well as a host of challenges presented by the sales team, retailers, the shopper marketing team and more. We gave a complete makeover to Core (the flagship and 75 percent of revenue), Simply 100, Flip, Oats, Kids, Multi-pack (Costco) and Indulgent. We created brand platforms, packaging and brand communications for product innovation including Meze Dips and Drinks ... both of which gave the brand opportunities to increase its customer base and retail locations.

As part of the process, we helped streamline the internal process and personnel necessary to bring products to shelf. We also developed ways in which product messaging and design seamlessly coordinated with shopper marketing efforts executed by internal teams and external channel agencies. In addition, assets (language, images) became a consistent part of social media content.

Results came quickly. The country’s largest retailer and the largest organic grocer increased orders and shelf presence. Competitors lost shelf slots ... especially to Flip which had 400% growth in the six months following the packaging/POS makeover.

Sales increased. Goodwill abounded. And, in 2017, Chobani became not only the largest Greek yogurt purveyor, but also the leader in the yogurt category altogether. To love this life is to live it naturally.

Shout out to Filmmaker/Photographer Laurence Dunmore

As partner + creative director // OppermanWeiss // NYC // 2014-2016