Chobani Oat | Almost Milk
Brand and Marketing Strategy. Media and Partnerships.
About
Chobani Oat is the closest thing to milk that isn’t milk. It pours like milk. Spills like milk. Froths like milk. It even gives you a milk mustache. Besides hipsters, it is loved by dads, grandmas, cats, and Santa. Just like… milk. But it’s not milk. It’s Almost Milk. With none of the dairy. For the launch of Chobani’s Oat Milk, we tapped into things you do with milk but done in our own unique way.
A global 360 degree campaign built to launch Chobani Oat Milk, a new product for people who loved everything about milk but, for a handful of reasons, were not interested in dairy products. The grassroots campaign disrupted across out of home, online video, premium audio, product-centric social, digital and partnerships.
Highlights
#2 Oat Milk in the marketplace within 6 months of launch
Recognized as an award-winning campaign by industry leaders
Top product in major grocery stores and notable retailers
Secured over 4% household penetration within the first year
IN THE PRESS
Fast Company. November 2019.
New York Times. March 2020.
Marketing Dive. February 2020.
AdWeek. February 2020.
CAMPAIGN DETAILS
In an homage to the wholesomeness of Norman Rockwell, the creative featured a series of films, billboards, murals and digital assets that ran nationwide
Over 1,700 unique and influential out of home placements in 27 markets and 80 formats driving over 1 billion impressions
Online video running across Hulu and YouTube with over 200 million impressions
Best in class paid social assets used to drive brand awareness with 400 million impressions
Breakthrough premium audio featured on NPR podcasts such as Up First, It’s Been a Minute, and The Indicator
National Coffee Truck Tour
National shopper and trade marketing activations to support trial and repeat
“Barista Blitz” Program driving equity with key stakeholders
Unique and strategic partnerships with La Colombe and Casper
MARKETPLACE EXECUTION
SHOPPER & TRADE MARKETING
Strategy with Eddie RevisCreative Concept by Patrick Glorieux James Clunie, Michael Hagos, Lauren Festa and Gustavo Dorietto.
Design by Will Mac, John Vetter, Joakim Jansson, Michaela Early and Leland Maschmeyer.
Photography by Grant Cornett. Films shot by RBG6.
Produced by Kristy Kelly and David Isaac.