DESIGNER

Kalina Le

PROFILE/DESCRIPTION

Part 1: 

Chobani is an American yogurt company founded by Turkish Kurd businessman, Hamdi Ulukaya, and based in Norwich, New York. We are the top selling Greek yogurt brand in the United states. And despite only being founded in 2005, we are the largest yogurt facility in the world. We sell a wide range of different yogurt products whether it be our various flavored Greek yogurts, handful of different oatmilks, and even coffee creamer. Our mission is to not only sell Greek yogurt, but to make delicious, high-quality, and nutritious food more accessible to people, while also improving our communities and making the world a healthier place. We advocate for improved recycling systems in the United States and continue to test and experiment with new sustainable choices. About 90% of our packaging material is ready for recycling. From early on, we highly value diversity, equity, inclusion, and a sense of belonging in our company. We work to implement these values into our brand and will continue to do so.  Although we are already the top selling Greek yogurt brand in the US, we are trying to reach more so the younger generation. This is due to data collected that baby boomers are our biggest consumers. 

 

Part 2: 

Our advertisement is going to be located in Santa Barbara county in California, United States. Santa Barbara is made up of a high index of middle age family mix. These people range from 35-54 years old which is younger than baby boomers. Picking Santa Barbara not only targets all the families that consist of younger-middle age parents and younger-teenage aged kids, but also the college students that attend the University of Santa Barbara or Santa Barbara’s City College. Picking this location targets all age ranges that are younger than baby boomers. 

 

Part 3: 

Brand Advantages:

• Delicious, nutritious, and high-quality products 
• Product variety 
• Customer loyalty 
• Brand equity

Brand Attributes: 

• Quality
• Consistency 
• Sustainability
• Ethical 
• Sincerity 

Brand Experience: 

• Top selling Greek yogurt brand
• Largest yogurt facility 
• Started as a start-up

GOALS

When people see these advertisements, they should want to go to their nearest grocery store to either try or repurchase one of our products. If they have never tried one of our products, they should feel an urge to try one of them. Or if they are a returning customer, then they should feel excited to go home and eat or restock on their favorite Chobani item. If they are a new customer or even a returning customer they should understand through our posters that Chobani is a clean, nutritious, and delicious company.