- Chobani is extending its Chobani Flip ad campaign and creating another spot to capitalize on higher sales of the product following its initial run.
- Sales for Chobani Flip are up 300% since last year, and "Within two weeks of launching 'The Break You Make' campaign, which had four national television spots as well as digital and social pushes, the major retailers stocking Chobani Flip doubled their sales volume, according to the company," Adweek reported.
- Following the campaign's first stint, Chobani Flip leads the segment with a 35% share of the total mix-in yogurt category and more than 50% of the mix-in Greek yogurt category.
"We always had very high repeat [purchases], but we had very low trial because awareness [of the Chobani Flip] was low. So, we wanted to just generate more awareness. The hypothesis was the more awareness we generate, the more trial we'll get," Chobani CMO Peter McGuinness told Adweek.
"It is a perfect case study of how marketing and advertising can dramatically and significantly stimulate demand," he said.
Chobani has had several other marketing forays this year, including a complete revamp of its image in May to be more of a lifestyle brand with its new slogan, "To love this life is to live it naturally."
Through all the marketing changes, one change Chobani will not see is a new CEO, as founder and current CEO Hamdi Ulukaya will not be forced out of his position, as rumors had suggested. He is instead looking for a head of operations.