The Big Game
Posted by Dale Buss on December 10, 2013 05:11 PM
Chobani wants to turn MetLife Stadium into ancient Macedonia during the Super Bowl on February 2 when it runs the first TV commercial during the Big Game for its Greek-style yogurt brand that created the only growing segment in the US yogurt business. Its opponent on that day -- more seasoned in the ways of Super Bowl commercials -- will be Dannon, which is returning to advertise its own Oikos Greek-style brand in Super Bowl XLVIII on Fox.
Company executives are portraying the move as something of a coming-out party for the Chobani brand, but the reality is that Super Bowl exposure is something Chobani needs now more than during the few previous years when it was essentially establishing the Greek-style business in the American supermarket.
The brand was dealing with a quality recall just a few months ago. And even more seriously, now it is battling a stronger Oikos brand than initially. And even Yoplait, for some time essentially a no-show in Greek-style, finally is mounting its own serious effort in the industry's only growth arena. Continue reading...
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 16, 2013 09:36 AM
Danone accused of bribing hospitals to use its powdered milk in China.
Gap returns to TV advertising after four years.
Whole Foods Market plans to open store in low-income Chicago neighborhood.
Absolut launches global "Transform Today" campaign.
Boeing closes in on South Korean fighter-jet deal but Dreamliner runs into more turbulence.
Chili’s plans to install tabletop computer screens.
China Telecom cuts iPhone subsidies.
Chrysler reluctantly moves toward IPO soon.
Citi hypes double points in New York.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 August 28, 2013 07:33 PM
Don't look now, Chobani. Danone is taking back some of the yogurt-market turf that the Greek-style giant claimed out of nowhere over the last few years.
Specifically, Danone—known as Dannon USA in America—has rallied behind its Oikos brand of Greek-style yogurt and is wresting back sales from Chobani, as Bloomberg Businessweek reported. New York-based Chobani essentially established thicker, creamier, tangier, protein-packed Greek-style yogurts as a mainstream segment beginning a few years ago.
Relying on tactics that only a big, established player in a market can use, Paris-based Groupe Danone has hiked its share of the US Greek-style yogurt market to 29 percent from practically nothing two years ago, while Chobani's has slipped by roughly half to 39 percent over the last 18 months.Continue reading...
Posted by Dale Buss on August 13, 2013 09:34 AM
JCPenney sees divisive director and largest shareholder Bill Ackman resign from board as George Soros backs CEO.
Dole Food agrees to $1.2-billion buyout.
Lincoln tutors car dealers on how to sell luxury to younger generation.
AOL firing of Patch executive gets messy.
BlackBerry ponders sale to Canadian institutions.
Chipotle and Jack in the Box settle trademark lawsuit.
Corona sponsors Marc Anthony tour.
eBay trials personalized fashion recommendations.
Facebook adds tie-in with OpenTable restaurant bookings.
Gap woos Gen Y with denim campaign.Continue reading...
Posted by Dale Buss on May 29, 2013 02:19 PM
Having scored a big hit with its Nature Valley Protein Bars last year, General Mills has gone searching for bigger shares of the better-for-you snack business. And it's enlisting some of its best-known brands, from Fiber One to Green Giant, in the hunt.
The Minneapolis-based CPG giant has done about all it can to overhaul its mainstay ready-to-eat cereal business in a more nutritious manner, including shifting nearly the entire portfolio to whole grains. But that category remains sluggish. Meanwhile, the company's Yoplait brand was caught flat-footed by the Greek-style yogurt craze and is still trying to catch up.
Focusing on its snack brands and on extending other brands into the snacking arena has become crucial for growth for General Mills. Snacks have been its strongest business for the last five years, with average annual sales growth topping 8 percent a year during that time.Continue reading...