With the initial 90-second anthem spot from its "Love This Life" campaign, Chobani focused on consumers' lifestyles rather than its products. Now, the Greek yogurt brand's latest spot in the campaign brings the focus back to the product, Chobani Simply 100—at least until the end of the ad, which begins airing today.
"The anthem spots up front were a little more brand," Chobani CMO Peter McGuinness told Adweek. "At this stage of the campaign, we're doing product platforms. We're the first-ever and only Greek yogurt using only natural ingredients, and [with this spot, we're] leaning more into 'Live it naturally,' [part of our tagline]."
Here is the new spot:
Surprise! Chobani and agency Opperman Weiss wait until the end to reveal that the woman eating the yogurt is part of a same-sex couple. According to McGuinness, using a lesbian couple for the spot was a "natural progression" of the campaign and integral to telling "modern American stories."
"For us, it's why not [feature a same-sex couple]—not why," said McGuinness. "There's nothing new here, per se. Inclusion and equality has been and is foundational and fundamental to the company."