Chobani - 2016 Olympics
BRAND CAMPAIGN
Overview:
The 2016 Olympics in Rio de Janeiro were a pivotal moment for Chobani. Surrounding our partnerships with a wide range of Olympic and Paralympic athletes like USA Soccer star Alex Morgan, gold-medalist wrestler, Jordan Burroughs, boxer Marlen Esparza, and former military paratriathlete Melissa Stockwell, we created 26 unique pieces of content for our #NoBadStuff campaign, with the tagline: “You Can Only Be Great If You’re Full Of Goodness.” This was our biggest, (and most successful), content marketing to date.
The Brief:
The defining component of this campaign was the everpresent cornerstone of Chobani’s brand identity: authenticity. Everyone on the team was very clear: we did not want this to feel like forced product placement or partnership with athletes whose values did not align with the brand. It was essential that we identify athletes who already had Chobani in their fridge and, due to its nutrition and high-protein content, were already using it as part of their training regimen. Our brief was clear: find ways to partner with Team USA athletes that felt real and that positioned Chobani as a pivotal part of the nutritional training of these world class athletes. Deliverables utilized video and photographic elements, and spanned television, digital/social, OOH, and radio. This campaign was a major part of our mandate to evolve Chobani from just a CPG to a lifestyle brand.
The Creative:
In order to position Chobani as an essential part of Olympic training, we decided we wanted to show the training itself. Part of our campaign was called Working Out With Team USA, wherein we traveled to the USOC training center in Colorado Springs, Colorado and spent a day up close and personal, training with each of our athletes. A critical part of this campaign was achieving a sense of intimacy. Not just showing our athletes as generic icons, but truly getting to the core of who they are and what drives them to pursue Olympic gold.