Chobani
The wonderful world of less
Reminding us that in a world of more, sometimes we just need less.
Chobani was launching its biggest new product line for Less Sugar Greek Yogurt. And doing so in an environment where less sugar products were already ubiquitous on shelf.
So we brought forth a cultural insight that suggested we have too much of everything in the world today. And sometimes we need a little less.
The spot leveraged a famous track by Etta James and dance choreography by Sherrie Silver (who famously choreographed Childish Gambino's ‘This Is America’ music video).
The Results
The campaign successfully launched Chobani’s Less Sugar product, which because the one of the brand’s largest product lines.
The Team
Brand — Chobani
Teammates — Hamdi Ulukaya (CEO), Peter McGuinness (CMO), Leland Maschmeyer, Lisa Smith, Kwame Taylor-Hayford, David Brooks, Kristy Kelly
Director — Patrick Daughters
Editor — Jono Griffith