Dive Brief:
- Chobani is launching a new advertising campaign that positions the brand in the healthy lifestyle space rather than honing in as much on the products. The new catchphrase is, "To love this life is to live it naturally."
- Chobani chief marketing and brand officer Peter McGuinness described the effort as the company having "one foot squarely in the Greek yogurt space" and the other "leaning into a more aspirational lifestyle space," The New York Times reported.
- McGuinness also said that "the new campaign slogan aims to capture the 'Mediterranean soul' of the brand rather than simply highlight the product’s quality," according to The New York Times.
Dive Insight:
Chobani is the leader of Greek yogurt brands, which is now a breakfast mainstay in the U.S., and its previous slogan, "How Matters," may have been a factor in that success. However, Chobani has been in trouble for this slogan after a lawsuit was brought against the company by best-selling author Dov Seidman, who previously used the trademarked word "how" in his own literature. McGuinness said that the lawsuit played no part in the creation of the new slogan, reported The New York Times.
Chobani's founder Hamdi Ulukaya settled another lawsuit earlier this month with his ex-wife.
The Greek yogurt producer dropped another new marketing campaign earlier this year when it released new products targeted at young consumers that feature Disney and Marvel characters on the packaging.