Dive Brief:

• Danone North America yogurt brands Oikos, Too Good & Co. and Light + Fit have announced a TikTok “Snack & Streamapalooza” event promoting their Remix line of products, per a press release. The event is timed to National Streaming Day today (May 20). 
• The live event will span four 15-minute content sets — the first beginning at 5 p.m. ET — and include appearances from supermodel Ashley Graham and top TikTok personalities. The event will touch on interests including gaming, sports and binge-worthy TV.
• A sweepstakes on Instagram and TikTok will dole out various prizes. The event is informed by research from Danone North America indicating that 78% of Americans wish there were nutritious and enjoyable snacks they could reach for when streaming content. 

Dive Insight:

Oikos, Too Good & Co. and Light + Fit are promoting their Remix collection of yogurt snacks by tapping into the current popularity of both streaming and TikTok for a live event that could help shore up a stronger connection to younger audiences. Specifically, three-in-four Gen Zers (73%) and over half of millennials (56%) agree that they “always stream with a snack in my hand,” per research cited in release details. 

The effort could also help the trio of brands tap into the increasingly popular better-for-you category and reach the more than three quarters of Americans who are seeking a healthier snack to enjoy while streaming content. The Remix line of products is a new collection of mix-ins from the Danone North America yogurt brands that offer consumers various options for high protein, less fat or lower sugar snacks, per release details.

The “Remix Snack & Streamapalooza” event is centered around four 15-minute content sets spanning a variety of interests. The first, the Too Good & Co. stage, begins at 5 p.m. ET and will feature CozyK, a TikTok creator and Twitch streamer specializing in “cozy gaming,” hobby and lifestyle content, who will chat about her favorite games and Remix mix-ins. The second session, the Light + Fit stage, will begin at 6 p.m. featuring author and reality TV alum Deepti Vempati (“Love Is Blind”) who will share her takes on dating. 

The Remix main stage will begin at 7 p.m. featuring headliner Graham, who will “Remix everything glam” and dish on a variety of topics while snacking. The final session, the Oikos stage, will begin at 8 p.m. and feature football defensive end Isaac Rochell, who will share outrageous sports moments from the week and close with his own predictions for the week ahead. The wide-spanning lineup could help the yogurt marketers establish a more authentic connection with new and existing audiences. 

Bolstering the live event is the opportunity to win a variety of prizes, including the chance for one consumer to win a lifetime of paid streaming services, a Remix “athleisure streamsuit” and a month’s worth of Remix products. Other prizes include the chance to have streaming fees covered for a month, the Remix streamsuit and Remix snacks from all three brands. 

To enter the sweepstakes, consumers through May 31 can go to Instagram or TikTok and comment directly on “Snack & Streamapalooza” posts from the three participating brands, or the four influencer partners, with the hashtags #SnackAndStreamapalooza and #SweepstakesEntry and tag a friend. Winners will be chosen at random, and all consumers can receive a coupon for Remix products by visiting the participating Instagram and TikTok pages.

The latest effort uniting the Danone North America yogurt brands follows marketing that, separately, has included Super Bowl advertising, limited-edition packaging celebrating Women’s History Month and a partnership around Google Shopping ads powered by Instacart. Danone in the first quarter reported better-than-expected quarterly sales, with North America sales up 2.5% on a like-for-like basis. The positive performance in the region was attributed partly to Oikos, per an earnings statement.