Posted by Dale Buss on October 25, 2013 05:37 PM
Chobani was reticent to issue an official recall of moldy yogurt two months ago. But it's being aggressive about launching a new advertising campaign touting the quality of its Greek yogurt as it looks to bounce back from a round of bad PR.
It's a different game for Chobani now than just a year ago. After nearly single-handedly creating the mass market for Greek-style yogurt in the US, Chobani is facing a suddenly formidable competitor in the segment in Dannon USA's Oikos brand, a plucky Yoplait that is trying to establish a foothold with its own Greek brand, and now a reputation sullied by Chobani's own initial hesitance to warn its customers about the bad product.
The company told Advertising Age that the new campaign isn't a direct response to the recall. In any event, it debuted today with a full-page ad in USA Today that reinforces the company's "manifesto" of using "100% natural ingredients,"—a point that also driven home on its website.Continue reading...
chew on this
Posted by Dale Buss on September 16, 2013 06:12 PM
Unable to make much headway in the part of the US yogurt market that is growing, Greek-style, Yoplait is making a new move in the segment that it still leads: yogurt for kids.
While rival Dannon has given up on some recent initiatives in the kids-yogurt segment, Yoplait just announced a new, more vibrant packaging design of its Go-Gurt brand which includes a more nutritious formula and new health messaging on the outside of the box. Go-Gurt now boasts 1 gram less of sugar, about 14 percent fewer calories, and packaging that claims "no artificial" colors or flavors, "no high-fructose corn syrup" and "good source of calcium and vitamin D."
"We know that sugar is a concern for parents and that parents desire more natural products," Melissa Haase, a Yoplait R& D executive, said in a news release. "While there were hurdles with the new reformulation, we were also able" to reduce sugar and calories.Continue reading...
Posted by Dale Buss on September 6, 2013 02:41 PM
Chobani, already under siege by bigger players in the Greek-yogurt segment that it created, has stumbled badly over the first major marketing and customer-relations obstacle for the brand: a recall of some moldy yogurt.
The brand that built the only hot thing in the US yogurt market has been scored by critics and customers on social media and elsewhere after Chobani first only acknowledged some customer complaints about bad yogurt, then wanly warned retailers and consumers about it, and now is in the midst of full-blown retribution for not stepping up to the problem quickly and transparently enough.Continue reading...
Posted by Dale Buss on September 3, 2013 09:16 AM
Microsoft makes bold bid to catch up in mobile with $7B acquisition of Nokia's phone business, raising questions about future of Nokia brand.
CBS and Time Warner Cable reach deal to end blackout ahead of NFL kickoff, as the NFL prods long-time advertisers to up their game for start of season.
Taco Bell is named advertiser of the year by Ad Age.
Vodafone exit from US market with $130B Verizon Wireless sale isn't so simple for shareholders.
AT&T earns brand affection with "It's Not Complicated" campaign.
Cadillac emphasizes accessible luxury in new campaign.
Citigroup sheds its "alternative" investment holdings.
Dannon plans to return Oikos brand to Super Bowl advertising.Continue reading...
Posted by Dale Buss on July 24, 2013 01:52 PM
Once mundane, the suddenly sexy US yogurt business is attracting more big players that used to have nothing to do with the formerly sleepy category. The latest: Starbucks, which has formed a strategic partnership with Groupe Danone to market a new, exclusive line of Greek-style yogurt parfaits in Starbucks stores and grocery channels.
PepsiCo was the latest big non-yogurt brand to jump into a category that has become thorougly energized lately by the success of Greek yogurts, led by startup Chobani. PepsiCo hooked up with Germany's Muller brand to introduce a new US line this year.
For Starbucks, the leap into yogurt with the Paris-based parent of Dannon USA represents just the latest broadening of its product lines and distribution channels, which also have included picking up a baked-goods brand, Le Boulange, and tea-based interests such as the Teavana chain.Continue reading...
Posted by Dale Buss on June 3, 2013 09:32 AM
Starbucks prohibits smoking up to 25 feet from cafes.
Apple faces start of e-book antitrust trial as it's said to be pressing for internet-radio deals.
P&G cuts online display-advertising costs.
Arby's searches for new CMO.
Chrysler sales in May rose 11 percent on strong Dodge brand sales.
Dannon teams with IBM to use big data against yogurt out-of-stocks.
Infiniti shelves EV and scales back short-term expectations.
Intel looks to shed Atom brand as it moves on from netbooks.Continue reading...
Posted by Dale Buss on May 28, 2013 05:46 PM
This post has been updated with statements from Chobani and Dannon USA, both of whom are faced with disposing growing amounts of acid whey.
Greek yogurt continues to claim practically every new American yogurt eater in sight, but a fly has emerged in the ointment—or, more rather, a toxin in the culture. An article in Modern Farmer magazine about the production of "acid whey" in the making of Greek-style yogurt has been getting a lot of attention because of the potential implications of the problem.
First, the good news for Greek-style yogurt: It continues to burgeon, serving as the growth engine for what had become a relatively stagnant US yogurt business. Since occupying nearly nothing of the yogurt market six years ago, Greek-style yogurts have grown to 35 percent of the U.S yogurt trade, fueled by the success of the upstart brand Chobani as well as counter-forays by Dannon, Yoplait and others. American consumers have come to crave the substantial mouthfeel and satiety aspects of Greek-style yogurt as well as its tangy taste, compared with standard yogurt fare.
For New York state, the Greek-style bonanza has been huge because of the expansion of yogurt production by Chobani and Fage upstate in dairy country, giving New York a total of 29 yogurt plants. Dubbed the "Silicon Valley of Yogurt," New York now surpasses California in yogurt production by more than 100 million pounds.Continue reading...
Posted by Dale Buss on May 16, 2013 12:39 PM
Many a dairy brand have been trying to figure out how to pivot their offerings toward the perceived protein needs of men. That's how the whole phenomenon of chocolate milk as a workout "recovery" drink got started, and that's the positioning that has made hits out of tailored dairy-based products such as Muscle Milk.
Now a major brand known for a whole other kind of dairy wants to muscle in on the action. Dannon USA as been advertising in Men's Health magazine depicting its Oikos yogurt as a dose of protein that even men can appreciate. "The New Protein" ad depicts Oikos inside a hamburger bun, for example, on a grill with chicken breasts and in an egg container to underscore the fact that, as a Greek-style yogurt product, Oikos carries even more of a protein punch than regular yogurt.
Men's purchases likely would only ever become a sliver of overall demand for Oikos, which ranked as not only the most successful US new-product launch of 2012 among CPG brands, as evaluated by SymphonyIRI, but the most successful such launch since 2009.Continue reading...