Female Millennial, Gen-X Opps: Chobani launches zero sugar drink amid CMO vacancy (Score 49)

Sales lead: Get in touch to help this company promote its new offering. 

  • Chobani just released Chobani Zero Sugar Drinks.
  • This is an expansion of its Zero Sugar Line.
  • It comes in flavors such as Mixed Berry, Peaches & Cream, Strawberry Cheesecake, and Milk & Cookies. 
  • Chobani's DMs are hoping to capitalize on the popularity of on-the-go products. 
  • We told you about Chobani rebranding last year

In other news:

  • Chobani's chief marketing & category officer, Meredith Madden, left the company in February 2023.
    • Madden is now the US GM of NotCo.
  • The company promoted Lexi Christie to senior director of brand marketing in February 2023.
    • Christie joined the company in 2016 and most recently served as campaigns & content marketing director. 
  • We will be sure to update you as soon as Chobani announces a new CMO. 

Target demographic: Gen-X & millennials with a female skew

The company will likely:

  • Ramp ad spend back up/launch an ad campaign to promote the new drinks
  • Continue investing in product innovation
  • Review the agency roster

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)

  • YTD spend: Chobani has not aired a national TV ad so far this year. 
  • 2021-2022 spend: Full-year spend fell 66% from $14.4m in 2021 to $5m in 2022. 
  • 2022 ad programming: It placed ads during programming such as Diners, Drive-Ins and Dives, Friends, The Big Bang Theory, The Real Housewives of New Jersey, and Chicago Fire

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

  • YTD spend: Chobani spent around $1.1m on digital display ads YTD, a 70% decrease from $3.7m spent in this channel during the same time period of 2022. 
  • YTD data: 140.6m impressions via Facebook (63%), Instagram (26%), and desktop display (10%). 
  • 2021-2022 spend: Full-year spend dropped 54% from $9.3m in 2021 to $4.3m in 2022. 
  • Ad location: It placed 97% of these ads directly onto sites such as facebook.com, instagram.com, walmart.com, target.com, and msn.com. It placed 3% of these ads through multiple indirect channels onto sites such as walmart.com, yahoo.com, parade.com, msn.com, and finance.yahoo.com. 

Additional channel insights  

  • Vivvix: Chobani also invests in OOH, print, radio, and local broadcast. 
    • It holds media planning discussions in Q2, and it buys during Q1. 
  • Top podcasts sponsored: The Kara Goldin Show and Sibling Rivalry

Agency analysis:

  • Opportunity: The recent DM shifts may lead to roster changes, so get in touch to offer your services. 
  • Current roster:

Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix; podcast data estimated by Podchaser