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Monday, April 1, 2013
Greek Yogurt Craze Ups the Advertising Ante
Until late 2007.
That was when an upstart Greek yogurt brand Chobani first began appearing in stores. At that time, Greek yogurt barely had a presence in the market.
Fast forward to the evening of February 5, 2012. With a Greek yogurt craze in full swing in the U.S., Dannon decided that it had better signal its reaction on the biggest stage possible: The Super Bowl telecast. It launched “The Tease,” a commercial starring John Stamos that is said to be the first yogurt commercial to air during the Super Bowl telecast.
And for the last year, while the market for Greek yogurt has continued to grow, reaching 35% of the overall yogurt market by the end of 2012, a period of frantic competition for share of voice and share of wallet has ensued.
Packaged Facts new report The Yogurt Market and Yogurt Innovation: Greek Yogurt and Beyond examines this and other trends in the U.S. and global yogurt markets.