The PR idea was to cast the story as “Chobani sets stage for growth beyond yogurt.” We hoped this would have three benefits:

• Shift coverage from focusing on the vision rather than the technical merits of the new brand.

• Make the rebrand come across as an action of strength rather than weakness.

• Make the story feel bigger.

• Executed over a one-month period, our plan culminated in a November 28 announcement.

• We foreshadowed the rebrand with different teaser messages under yogurt cup lids.

• We held “Learn & Celebrate” events at Chobani’s various facilities. It included a speech from the founder on the evolved company vision, a presentation from the CMO on the evolved brand, new brand merchandise, and tasting samples from the innovation pipeline to show how Chobani would live into this new brand.

• We held two experiential events called “Sneak-Peek Salons” on the eve of launch, which gave journalists and influencers access to exclusive content, interviews with Chobani leaders, and a taste of the innovation pipeline.

• We held a 310-person launch party to generate enthusiasm, social content, and momentum for the rebrand and vision.

OBJECTIVE: Achieve 150 media placements

• 490 media placements (3x greater than planned)

OBJECTIVE: Earn 100MM PR impressions

• 10.5B total impressions (28MM were paid impressions)

• 840k impressions earned from the Launch Party & Salons

• Social influencer engagement outperformed historical benchmark by 76%

OBJECTIVE: Earn 75% positive online sentiment

• 95% positive online sentiment (3% neutral)

• Social video completion rates outperformed historical benchmarks by 29% on Instagram, and 19% on Facebook