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Chobani Rebrand

基本信息
行业: 食品
媒体:设计与品牌
投放:美国
风格: Minimalism
说明cnen
Synopsis
Chobani is America’s leading yogurt brand. It is famous for its corporate generosity: public service, caregiving of refugees and fight to make healthy and nutritious food affordable. But its food, packaging, and branding had been imitated. Consumers saw no reason to pay Chobani’s price premium. Brand metrics eroded. Volume declined. Margin shrank. Brief: Rebrand the company across 319 product SKUs, 3 retail cafés, 4 digital properties, national advertising campaigns, shopper marketing, and social/CRM content. Budget: $520k Timeline: 1 year Objectives: • Differentiate Chobani’s Greek yogurt on shelf * Excite the public • Grow Chobani’s household penetration 1 point
Outcome
OBJECTIVE: Differentiate Chobani in a manner that excites people. • 10.5B total impressions (27MM were paid impressions) • 490 placements, beat PR goal of 150 media placements • 95% positive online sentiment (3% neutral), which beat our 75% goal • Popular branding publication Brand New praised, "It’s one of the best revolutions — screw evolution! — of a leading product in its category that further separates it from the competition and it’s doing so in its own unique voice.” • Social video completion rates outperformed benchmarks by 29% on Instagram, 19% on Facebook • Ad recall on social media increased by 20% vs. control group OBJECTIVE: Grow Chobani’s household penetration 1 point • HHP reached an all-time high 36.9% +3.8pts vs end of 2017. (Nielsen Data) • Chobani twice broke all-time monthly sales record despite 15% category declines. • 10.5% growth in shipments: December 2017--February 2018 (new brand launched 11/28/17)
Execution
• The new brand aims to feel part fairytale and part real life—a mixture of magical and populist. • The Chobani wordmark and product names are set in a bespoke typeface based on the most populist typeface: Times New Roman. We added weight, warmth, nostalgic cues, and an Americana vibe. • 19th-century folk art—specifically mid-Atlantic quilt work—inspired the graphic language. This “art of the people” is native to the region in which Chobani was founded. • Graphic objects are silhouetted plants and animals from the region of Chobani’s manufacturing facilities. • Kodak Ektrachrome film inspired our photography approach. This film gives objects a shimmering, magical quality. • Chobani’s typographic voice is a bespoke typeface modeled after specimens from 19th-century fairytale books. • Each of Chobani’s five food products received a unique design system appropriate to its proposition and consumers. Consistency is achieved through common typography and handmade illustration.
CampaignDescription
“For Happiness Ever After” is the concept behind the rebrand for two reasons: It reflects America’s evolving view of food. Americans increasingly seek food that improves their bodies (natural food), their relationships (social eating), their communities (local food), and the environment (sustainably grown food). The consumer’s belief is that better food is the path to happier future. It is authentic to Chobani America suffers from food inequality. Most Americans cannot afford to regularly eat natural, fresh food. As a result, 1 in 7 Americans are obese, 1 in 5 children don’t have regular access to food, and $367 billion dollars is spent annually to medically treat diabetes. Hamdi Ulukaya founded Chobani to combat these facts. His belief is that better food creates a better future.
制作信息
品牌:
广告公司:
奖项
戛纳国际创意节 2018
铜奖 设计
Rebrand / Refresh of an Existing Brand
克里奥奖 2018
铜奖 品牌设计
Corporate Identity
视频语音识别与翻译工具

我们采用了 Google Cloud Speech-to-Text(利用机器学习技术将语音转换为文本)与有道自然语言翻译服务
开启此功能,可以实现:
1. 在播放视频时,同步浏览视频原文字幕
2. 在此处选中字幕单词即可显示其中文翻译

* 与人工专业翻译不同,语音识别与自然语言翻译均存在偏差与非官方性,请仅作为参考。

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