Bear Ransacks a Grocery Store in Chobani’s Super Bowl commercial
If you want viewers to pay attention — as well as like and share a clip on social media — bring in an anthropomorphic animal.
In the ad, a fierce brown bear ransacks a grocery as a proxy for human shoppers, acting out how “you can go to a supermarket and go through the aisles and you cannot find a decent something to eat,” Mr. Ulukaya said. (Two bears visiting a grocery were the stars of a Pepsi commercial during the 2004 Super Bowl.)
What Chobani believes it offers is summarized by an announcer’s declaration: “A cup of yogurt won’t change the world. But how we make it might.”
Mr. Ulukaya and Peter McGuinness, chief marketing and brand officer at Chobani, said the Super Bowl commercial was not meant to take consumers’ minds off a recent bumpy patch for the brand that came after a five-year stretch of rapid growth. The sour notes included complaints when Chobani reduced some package sizes, a decision by Whole Foods to stop selling Chobani as shelf space in dairy cases is reallocated and a voluntary recall by Chobani of what was described as a small quantity of products.
Chobani’s Super Bowl commercial is created by Droga5 in New York, and this is their first time ever creating a Super Bowl ad.
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