Health brand inspiration: the power of energized fans (Chobani)
I’m a big fan of Chobani yogurt. I’m at least a one a day guy, and particularly fond of pomegranate and pineapple.
Needless to say, the brands performance (in brand energy terms) is explosive. Launched in 2007, it’s already the #2 yogurt brand in the US, with plans to become #1 very soon (thereby passing Yoplait). And while Chobani didn’t start the Greek yogurt trend, it grew so quickly because it truly capitalized on this appeal (coinciding with the healthy “Greek” diet). By focusing and really standing for something, they stood out in a very crowded yogurt case.
But there’s another energy source behind the brand’s success. The power of energized employees and fans. In just four years, the number of employees has gone from five to 300. And word-of-mouth among friends, family and Chobani-loving fans has been (up until lately) the company’s biggest marketing tool.
Watch this video, learn about their “secret ingredient” and you’ll see what I mean. The collective energy of everyone who works at Chobani is powerful. And their product (and explosive success) is the embodiment and expression of this energy.