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.

Eric Brody

Eric Brody is President of Trajectory, a brand and marketing firm specializing in creating momentum for businesses across the health + wellness continuum. The common threads are consumers who want to get well, stay well and play well, and brands that fulfill these aspirations and goals.

7 thoughts on “Health brand inspiration: the power of energized fans (Chobani)

  1. Great inspiration where “people make the product”. Great brands start and grow for the inside, and Chobani genuinely embodies this. Their advertising is also tremendous and unique, with real people wearing their love for this great brand on their sleeve. And the remarkable thing is that it tastes great and is good for you too!

  2. Thanks for your comments.

    Amazing what happens when passion exudes from the inside out. Tremendous (extremely efficient and powerful) brand stimulant that companies really need to be cognizant of.

    Eric

  3. Eric, I love Chobani, this post *and* the video.

    I think at the heart of it all…behind Chobani’s passion… is a great group of people (and I don’t even know them personally).

    As Randi said, “people make the product.” Chobani has done a great job of connecting with their consumers to make us feel like we really do know them.

    Thanks again for sharing!

  4. Thanks for your comments Katie. Much appreciated.

    The company provides a good example of the power of employees to drive brand, marketing and ultimately sales.

    Regards,
    Eric

  5. A meaningful brand in the making! Brands that ensure their people know why they should care and how they want to make people feel will always achieve great things. I’ll keep my eyes on these guys. Great post.

  6. Thanks for your comments Tracy.

    They’re a great story, as while relatively new, already the #2 yogurt brand in the US. And much of their success can be attributed to a highly energized culture and fan base actively spreading the Chobani word.

    Yes, keep your eyes on these guys!

    Eric

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