The Story Behind Chobani’s Brand Relaunch
- Room: Ballroom C
- Session Number: HA4
Thursday, May 03, 2018: 10:00 AM - 10:45 AM
Nine billion media impressions. Over 500 media placements. 94% positive and 4% neutral online sentiment. By all measures, Chobani’s brand relaunch — run entirely by its in-house design team — has been regarded as one of the year’s best. But what drove the #1 US yogurt brand to dare such a move? What inspired the design? What does this work say about the future of brand building and packaging? Leland Maschmeyer, Chief Creative Officer of Chobani, will share the story behind the Chobani rebrand. Those in attendance might walk away with ideas for:
1. Designing packaging as the key element of a larger brand story
2. Drawing upon cultural themes to inspire creative work
3. Nailing the hat trick of overhauling a brand, exciting the current consumer base, and recruiting a new consumer base.