We knew millennials where intrigued by a conversation around flavors. They made Lays a cultural phenomenon with their massive participation in the #DoUsAFlavor campaign. But they weren’t showing much interest in the Greek yogurt category and weren’t very aware of the Chobani brand.

To spark interest in Chobani, we borrowed from millennial’s cult-like interest in Planet Earth narrated by David Attenborough and developed wacky animated videos provoking an unexpected flavor experience. Animation by Psyop.