Dannon is cutting ties with actor and spokesperson John Stamos in favor of Panthers QB Cam Newton, "who will be featured in a campaign for a new NFL-branded Greek yogurt" called Oikos Triple Zero, according to E.J. Schultz of AD AGE. Dannon VP/Marketing Art D'Elia, who oversees the Oikos brand, said, "We wanted a spokesperson and an advertising model that could help us appeal more to males." The new ad starring Newton, via Y&R, Barcelona, is scheduled to break today on NFL Network and will also run "during the NFC and AFC championship games" on Jan. 18. However, D'Elia said that Dannon "does not plan to return to the Super Bowl," in part because the marketer "did not want to wait until February to start advertising the new product." D'Elia said, "This is a category that historically has really been marketed primarily to females." He added that as a result, "male buyers account for only 37% of total Greek yogurt sales." D'Elia: "The NFL is the largest platform that we could attach ourselves to go and broaden (the) appeal to males." D'Elia said that Newton "is an 'aspirational' figure, especially for young males." Schultz notes the strategy began in July, "when Dannon inked a deal to become the NFL's official yogurt sponsor" beginning in '15. The pact "allows for the use of the NFL shield, which is prominently displayed on Oikos Triple Zero." The yogurt "will be stocked at the dining facilities of every NFL team." The launch "will be supported with a 'multi-million dollar media investment' that includes buys on media properties with significant male reach, such as cable networks Spike and ESPN, Men's Health magazine and digital takeovers on NFL.com" (ADAGE.com, 1/5).
