Oikos was stuck in the declining yogurt category. People weren’t buying yogurt because they were snacking elsewhere: high-protein snacks.
We needed people to see Oikos as a real protein option. But protein is often marketed for athletes to build strength. So, we redefined it: Strength isn’t just for athletes. It’s for everybody.
We showed up in the world’s strongest moment, the Big Game, and told a story of how Oikos’s protein helps anybody get strong.
Our plan worked: We drove record HHP & sales growth by stealing share from protein snacks to restore demand in yogurt.
