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:
  • Horizon Media: media buying AOR
  • In-house: creative