What does the future look like? In a new animated ad, the brand best known for its Greek yogurt paints a utopian world where robots pluck peaches from trees, wind turbines float from the sky, and drones deliver your oat milk.
After a plethora of new products, (both dairy and non-dairy), Chobani wants to let consumers of all kinds know that it’s more than just a yogurt-maker, it’s a fully-entrenched player in the food and beverage business of the present, past, and future. The reintroduction kicks off with its commercial, dubbed “Dear Alice”, based on a letter stuck to a family fridge that reminds them that if they look after this world, and it will look after them too. The ad makes a point of not only featuring its wide range of products, but also a diverse cast of characters that are able to engage in one of the simplest joys of life: eating together around a table blossoming with to spread the message that how we eat today, feeds tomorrow.
Though the ad feels whimsical, it packs a serious marketing punch. By using an animated format as opposed to a real one, the brand awakens a sense of childlike wonder that many consumers currently crave. Alternately, it provides a peek at the future and thus, a feeling of hope much needed in the midst of the pandemic. Finally, it takes on the importance of sustainability and slowing down on today’s fast-paced planet. The ad will run for two weeks, before 15-second animated spots begin airing that showcase oat milk, creamer, its probiotic beverage and cold brew coffee. The company has been whipping up new product after new product, so spotlighting each product on its own makes sense—especially oat milk, which has seen 200% sales growth since last year. Though Chobani is not alone in its mission to modify milk and milk-based products, it does boast a digital edge that can be seen not only in its latest ad, but by its performance in Gartner’s Digital IQ Index: Food & Beverages, where it touts a spot in the Gifted class.
The brand will continue to bet on digital efforts, including an upcoming partnership with The New York Times to create a custom podcast.