Chobani's 'No Bad Stuff' Campaign Debuts for the Upcoming Olympics
Hayley McGlone — July 8, 2016 — Special
With the Olympics fast approaching, many sponsors are releasing plenty of ad campaigns featuring Olympic athlete hopefuls, and Chobani's 'No Bad Stuff' campaign follows suit. Chobani has entered into full-on Team USA mode for the upcoming Olympic Games with its branding, including television ads and new packaging. The #NoBadStuff campaign ties into the brand's belief that "You can only be great if you're full of goodness."
To ensure the ad was exactly the way the brand envisioned it, Chobani spent four months carefully selecting the athletes it wanted to showcase in the ad. The resulting video includes Alex Morgan (soccer), Jordan Burroughs (wrestling), Marlen Esparza (boxing), Ashton Eaton (decathlon) and Melissa Stockwell (paratriathlon). Chobani's reasoning behind its selection is it wished to feature athletes who had overcome adversity of any kind to become the Olympic hopefuls they are today. These athletes are tied together by the fact that they "don't allow bad things in their products, bodies, or lives."
To ensure the ad was exactly the way the brand envisioned it, Chobani spent four months carefully selecting the athletes it wanted to showcase in the ad. The resulting video includes Alex Morgan (soccer), Jordan Burroughs (wrestling), Marlen Esparza (boxing), Ashton Eaton (decathlon) and Melissa Stockwell (paratriathlon). Chobani's reasoning behind its selection is it wished to feature athletes who had overcome adversity of any kind to become the Olympic hopefuls they are today. These athletes are tied together by the fact that they "don't allow bad things in their products, bodies, or lives."
Trend Themes
1. Olympic Athlete Sponsorship - Opportunity for brands to create ad campaigns featuring Olympic athletes to engage with their audience and align their brand with healthy, inspiring lifestyles
2. No Bad Stuff Campaigns - Opportunity for brands to differentiate themselves by featuring the absence of bad ingredients, practices, or experiences in their products, services, or messaging
3. Personal Resilience and Achievement - Opportunity for brands to highlight consumers' or employees' stories of resilience and accomplishment and inspire others to overcome adversity or work towards personal goals
Industry Implications
1. Food and Beverage - Opportunity for food and beverage brands to differentiate themselves with campaigns and messaging focused on healthy, natural, or wholesome ingredients or practices
2. Fitness and Sports Apparel - Opportunity for fitness and sports apparel brands to sponsor Olympic athletes and associate their products with peak performance and inspirational stories
3. Personal Development - Opportunity for companies and organizations in the personal development space to highlight stories of resilience, achievement, and personal growth and connect with their audience on an emotional level
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