Chobani
The wonderful world of less
Reminding the world that sometimes we need less of a good thing.
Chobani was launching its biggest new product line for Less Sugar Greek Yogurt. And doing so in an environment where less sugar products were already ubiquitous on shelf.
So we needed a breakthrough idea with some tension to stand out. One that brought forth a cultural insight that suggested we have too much of everything in the world today. And sometimes we just need a little less.
The spot leveraged the famous Etta James track 'Just a little bit’ and featured choreography by Sherrie Silver (who famously choreographed the music video for Childish Gambino's 2018 song ‘This Is America’).
The Results
The campaign successfully launched Chobani’s Less Sugar product, which because the one of the brand’s largest product lines.
The Team
Brand — Chobani
Teammates — Hamdi Ulukaya (CEO), Peter McGuinness (CMO), Leland Maschmeyer, Lisa Smith, Kwame Taylor-Hayford, David Brooks, Kristy Kelly
Director — Patrick Daughters
Editor — Jono Griffith