Chobani: A love story about yoghurt
Gotham
Everyone loves a good David and Goliath story. And, this paper is just that.
It's the improbable tale of how a small, young yogurt company went head-to-head with industry goliaths who controlled two-thirds of the market, had over 100 years of experience, and 20 times the budget and somehow still ended up on top.
The planning team recognized early on that the goliaths had an established way of doing things. A formula. And, therein lay an opportunity. This case explains how with fresh eyes we were able to see flaws in the category...