Chobani for pets?
Assignment // Create a line of pet food for Chobani.
Background // Chobani focuses on more than yogurt. Founder Hamdi Ulukaya wanted to start a food movement in the U.S. by focusing on transparency and healthy ingredients.
Insight // Dogs can eat greek yogurt.
Opportunity // Yogurt & Yogurt-based dog treats has a white space opportunity in the dog treat category.
We cross referenced Chobani flavors with fruits that are beneficial for dogs.
Plain // Supports gut health and good source of protein.
Blueberry // Builds strong immune system and healthy skin (recommended for puppies)
Strawberry // Packed with healthy vitamins (training)
Raspberry // Great for dogs with arthritis (older dogs)
Yogurt Infused Dog Biscuits // Soft bite treats for use with training or general treat usage.
Freezer Bowls // Frozen yogurt bowl with a wider mouth for easy accessibility for all dogs.
Yogurt Squeeze // Yogurt packaged in a squeeze tube for use with medicine or toys where you can add peanut butter or yogurt.
What's in a name?
Chobani derives from the Turkish word for shepherd. So, when it was time to look into naming the pet line, we turned to the roots of the company. Köpek is the Turkish word for Dog.
What did I do?
New product development // inclusive of product, packaging and flavors
Research // on the brand, category, in-store offerings
Team // Alana Loveys - Creative Brand Management, Jim Beckmann - Creative Brand Management, Chris Bates - Creative Brand Management