Dive Brief:
- Chobani is investing more money and effort in its Snapchat campaigns as it pays to be a part of Snapchat's College Game Day Live story, which begins Oct. 17.
- Chobani created relevant content specifically for the Snapchat format, which allows vertical videos that can take up the entire screen on a smartphone. Chobani is also targeting Snapchat's largest demographic, consumers ages 18 to 24, which comprise 37% of users and are a desirable age for college football-related content.
- "[Snapchat is] turning out, for lack of a better term, to be a targeted media channel where they're guaranteeing certain impressions," Chobani CMO Peter McGuinness told Ad Age.
Dive Insight:
"The 10-second piece of content debuting on Saturday will be integrated in two slots in the story, which aggregates content from a mix of fans, said Jessica Lauria, senior director, brand communications at Chobani. Then, additional Chobani content will be embedded on Nov. 14 and Nov. 27, the day after Thanksgiving, which kicks off a busy weekend of football games," Ad Age reported.
This marketing campaign comes alongside a repositioning of Chobani as a lifestyle brand.
Reuters reported earlier this week that PepsiCo and Coca-Cola were both discussing investments in Chobani, which has supposedly been seeking the sale of "a minority stake to a larger food company with an established distribution network," according to Bloomberg.
