Retail Refresh
Brand Strategist
THE ASK.
Create a pet food line for Chobani.
COMPANY BACKGROUND.
Beginning:
Founded in 2005 with the goal of starting a new food movement in the U.S.
Mission:
Bringing better food to more people.
Brand Values:
Giving back, innovation, & making products that matter.
“The most important thing we make is a difference.
It’s always been about more than yogurt.”
MEET A “CHOBANIAC."
Name: Marie
Age: 32
Household income: $160,000
Occupation: HR Manager
Family: 2 Human babies, 1 Fur baby
Lifestyle: Healthy
Marie works out 6 days a week. She owns a Peleton bike & has a membership at a boutique yoga studio.
She is a WW member who strives to feed herself & her family balanced, nutritious meals.
Mary shops regularly at Costco, Whole Foods, and Target.
MEET OSCAR.
Currently eating: Purina Beggin Strips.
Healthy claims:
“No artificial colors or preservatives.”
“Real meat.”
(Mary's fur baby)
Oscar is an important family member.
Mary recently discovered that Purina faced multiple lawsuits & product recalls. She no longer trusts the brand.
Mary wants to feed Oscar treats that are healthy & affordable.
INTRODUCING
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
KÖPEK FLAVORS.
Plain - Gastrointestinal benefits & great source of protein
Blueberry - Strong immune system & healthy skin
Strawberry - Packed with healthy vitamins
Raspberry - Helps relieve arthritis pain
WHERE TO BUY.
In-store
Online
KÖPEK 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
Training Classes
Sponsor classes at pet stores such as PetSmart & Petco. Reward dogs with Köpek.
Combo Pack
Sold 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 BROAD & DOOLEY.
Chris Bates, CBM - Package & deck design
Jim Beckman, CBM - Primary research, product placement, & pricing
Alana Loveys, CBM - Consumer profiles, deck content/storytelling, promotion, mock-ups, & press release
Halle Sinnott, CBM - Product concepts, package mock-ups, & deck layout
All - Secondary research, idea generation, & pitch presentation