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Chobani Gimmies

With only 3% market share, Chobani needed to reinvent their line of kids’ yogurt. Its failure began with a failure of imagination—we were selling adult yogurt in kids’ packaging. It didn’t appeal to kids’ palates or their motivations.

This project was the first co-led innovation between our agency and R&D—developing flavors that reference experiences familiar to kids: birthdays, carnivals, camp outs, and summertime popsicles. During food trials, kids repeated “Give me!" with each new flavor introduction. This led to the creation of a cast of characters, known as the “Gimmies” that anchor each unique flavor story.

 

Team

Creative Direction: Michael Ciancio, Lisa Smith
Design Direction: Pat Iadanza
Design: Rik Bracho, John Vetter, Anisa Suthayalai
Copywriting/Naming: Betsy Dickerson
Illustration: Rob Hodgson, Pat Iadanza
Chobani, New York

 
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Chobani “Gimmies” Lookbook & Giveaway

We built Gimmies to be a kids’ lifestyle brand. Limited edition Gimmies swag was “dropped” online in limited quantities for 14 days—announced to fans every morning via email and instagram.

Along with a 2019 campaign push will be a Target merchandise collaboration, Amazon online shop collaboration, Nickelodeon digital sticker partnership, and content series development based on our characters.

 

Team

Creative Direction: Michael Ciancio
Art Direction: Gabrielle Lamontagne
Design: Julia Panek
Illustration: John Vetter
Copywriting: Betsy Dickerson
Chobani, New York

 
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“Gimmies Mania” TV Spot