Brand Extension

Situation
Chobani was founded in 2005 with the goal of starting a new food movement in the United States. The brand is on a mission to bring better food to more people, and now wants to extend its mission to include pets.
Problem/Opportunity
Dog food brands on the market have been accused of making false health claims, resulting in a loss of consumer trust. For example, Purina has faced multiple lawsuits and product recalls. 
Insight
People treat their dogs like children: They want the best for them, and seek to feed them nutritious foods. However, it's not always easy to know what's truly healthy. There is a desire for a trusted product that is both healthy and affordable. 
Solution

Köpek: A speciality line of dog treats by Chobani. 

Soft Bites
Yogurt Bowl
Squeeze

Yogurt infused biscuits

Stored at room temperature

Resealable bag

Price: $9.99

Yogurt in a wide 'dog approved' bowl

Tastes great frozen

Sold individually & in packs of 4

Price: $2.99

Easy to use package 

 

Mix with dry food to enhance taste

 

Help with medicine

Price: $6.99

Flavors

Plain - Gastrointestinal benefits & great source of protein

Blueberry - Strong immune system & healthy skin 

Strawberry - Packed with healthy vitamins

Raspberry - Helps relieve arthritis pain

Promotion
Press Release

Notify consumers that the Chobani brand is breaking into a new category. Focus on highlighting the various health benefits of introducing yogurt into a dog's diet. 

In-store

Sponsor training classes at pet stores such as PetSmart & Petco. Reward dogs with Köpek. 

Introduce Combo Packs at current Chobani retailers. Stocked next to Chobani to increase brand awareness & encourage social sharing.

Community

The Köpek dog food truck will tour dog parks across the U.S. giving out swag, samples, & percentage off Köpek treat coupons. 

Team

CBMs: Alana Loveys, Chris Bates, Jim Beckmann, Halle Sinnott

alana.loveys@gmail.com

1.804.999.1930