Yogurt brand Chobani has today unveiled its first ever Super Bowl ad, featuring a bear waking up from hibernation and storming into a supermarket.
Peter McGuinness, Chobani CMO, explained to The Drum he felt the pressure when it came to creating the spot for what has become one of the biggest events for advertisers. He said: “It's the Super Bowl of advertising too. Advertisers bring their A-game given its high profile. Advertisers amp up the entertainment value of their ads and consumers reward them with engagement”
Created by Droga5, NYC with public relations from Weber Shandwick, the ad is set to run in the third quarter of the Super Bowl and comes as the company unveiled a new brand platform to go back to the founder’s principles.
Both the new platform and the 60 second Super Bowl ad spot looks to focus on the natural food quality of the yogurt brand, with the bear angry at the lack of natural products, until he spots Chobani yogurt.
“We believe the world is going in a more natural way and we know nine out of 10 consumers, when all things are considered, would buy something natural versus something unnatural,” McGuinness added.
Discussing why the company chose to advertise during Super Bowl, the chief marketing officer said: “We only have 37 per cent awareness so increasing awareness is a huge opportunity for us and obviously a big traditional vehicle like Super Bowl is a big awareness generator. 110 million people in one shot, so you don’t need to over analyse it or over intellectualise it.”
The campaign is also set to run on social media, with the bear playing a large role.