Chobani Features Olympic Athletes In New Campaign Including TV, Social, Packaging

Yogurt brand Chobani has "launched a huge Olympics push, including TV spots, newly designed packaging, social components and more," according to Katie Richards of ADWEEK. The campaign, "centered around the slogan 'No Bad Stuff,' stars a diverse crew of Team USA hopefuls including soccer star Alex Morgan, decathlete Ashton Eaton, boxer Marlen Esparza, paratriathlon competitor Melissa Stockwell and wrestler Jordan Burroughs, among others." The athletes "star in a larger anthem spot as well as shorter 30- and 15-second spots." The ads, via Opperman Weiss, N.Y., are "all meant to showcase how Chobani and the athletes don't allow bad things in their products, bodies or lives." Chobani spent "roughly four months finding a diverse group of competitors that not only have the potential to win medals but have also overcome adversity to get to the level they're at today." Chobani in the 30-second spots "dives deeper into individual athletes' stories, showing consumers how each one overcame adversity." The 15-second spots "focus on the product." Each spot "features a close-up shot of the athlete's favorite flavor yogurt with the athlete working out in the background." The bottom of the yogurt lids also "have been updated for the Olympics," and over the next few days, consumers will "find quotes from the different Team Chobani athletes" there (ADWEEK.com, 7/7). AD AGE's Jessica Wohl writes Chobani "plans to run more than 40 videos as part of the campaign, from commercials to digital video profiles, workout routines and cooking segments with the athletes it is sponsoring." Chobani is "using a new tagline for the campaign, 'You Can Only Be Great If You're Full Of Goodness,' rather than the 'Naturally Powering Team USA' line it used for the London and Sochi Games" (ADAGE.com, 7/7).