Chobani
- Campaign
Establishing a new product category within high-protein Greek yogurt, through a communication platform and visual universe.
Collaborators
Bacon
Rasmus Weng Karlsen
Bianca Poletti
Frederik Lindstrøm
FontS
RH Phonic – Schick Toikka
Martina
Plantijn – Klim Type
Since 2005, Chobani has popularized Greek yogurt across America, becoming one of the leading brands in the category. With a growing focus on high-protein diets and the promotion of active lifestyles in both media and branding, Chobani sought to expand its product portfolio into high-protein offerings — starting with a new ready-to-drink product line.
In a competitive landscape where high-protein products are often marketed with a hyper-masculine, performance-driven narrative, Chobani wanted to redefine what protein can represent, open up the high-protein category, and appeal to a much broader audience across age, lifestyle, and gender.
Together with Chobani, we set out to define the communication platform for the launch of their High Protein Greek Yogurt. The direction is rooted in a modern understanding of health and exercise, where a nutritious diet is both delicious and enjoyable, and fitness is social and fun. It’s a fresh and accessible approach to high protein that not only aligns more naturally with the Chobani brand but also differentiates it from competitors.