Chobani

Expanding usage, to expand the business

Chobani was founded on the belief that people have great taste, they just need better options. This was true of yogurt, but also of many other food categories. However, how the brand might translate its success to other occasions — or to compete against a different competitive set — remained an open question.

To understand where the brand could go outside of the morning consumption moment, I helped identify and codify the framework for expanding the brand equities to other formats and occasions. With this in place, we could draft on culture and frame new opportunities. Based on the creativity displayed on Pinterest, we looked at deconstructed afternoon snacking recipes people were generating with yogurt and translated them to a platform dubbed Chobani Flip.

We were able to bring to life a future for Chobani that demonstrated a range of new experiences — from structural packaging tweaks, to altogether new retail experiences. Out of the gates, we were successful with Chobani Flip ($ 100MM in year one, $600MM four years later).