Chobani Brand Extension

The Ask

Create a new product line for dogs that is consistent with the values and voice of the Chobani brand, yet still distinct and unique within the market.

THE OPPORTUNITY

Dog food brands in the market have been accused of making false health claims, resulting in a loss of consumer trust.

The INSIGHT

While not commonly known, Greek yogurt has many health benefits for dogs. Daily consumption can improve and enhance their immune systems, aid in digestion, and control and reduce high levels of total cholesterol.

THE SOLUTION

The Köpek line of yogurt infused dog treats helps Chobani extend their commitment to bringing better food to more people…and their furry friends.

Pet pack

The pet pack is a promotional item intended to live in the dairy aisle. The product enables the consumer to have a shared experience with their pet. Each box contains a Chobani yogurt and its sister product from the Köpek line. The Köpek bowl has been carefully designed in a wide-open bowl enabling your pet to eat straight from it!

What’s WITH THE NAME?

Turkish-Kurdish businessman Hamdi Ulukaya founded Chobani. His choice of the word Chobani is a variation of a Turkish word meaning “shepherd.” In keeping with this theme, Köpek is quite simply Turkish for “dog.”