Chobani's new Olympics campaign marks the company's biggest marketing push of the year, spanning everything from yogurt lids to late-night TV as the marketer tries to turn sports fans into Greek yogurt fans.
The campaign includes a TV spot, seen here, that will air starting July 8. In all, 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.
They include Paralympic triathlete Melissa Stockwell, wrestler Jordan Burroughs and Team USA soccer player Alex Morgan. There's also a segment on boxer Marlen Esparza. Although Ms. Esparza, a bronze medal winner in 2012, won't be on the team this year, Chobani decided to keep her in the campaign.
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.
"This year we decided to kind of broaden the aperture a little bit," said Chief Marketing and Brand Officer Peter McGuinness, saying the campaign is meant to showcase the values associated with the Olympics, the athletes it chose and the company itself. "We're just trying to complement the Olympic equity in an authentic way."
The goodness wording will also be tied to the "No Bad Stuff" nomenclature Chobani has been using to emphasize that its products do not include artificial ingredients or GMOs.
Opperman Weiss is Chobani's agency on the project.
The new tagline stems from a comment Chobani Founder Hamdi Ulukaya made at a ceremony when he donated a baseball field in New Berlin, N.Y., where the company is based, said Jeff Weiss, principal at Opperman Weiss, who has worked on various Olympics campaigns over the years, including Kodak spots in the 1980s.
"There's just nothing false in there, there's no tricks," said Mr. Weiss. "I think that the brands that are really succeeding right now with people are the ones that are really coming from some truth."
Read more about the campaign over at AdAge.com.