Chobani and Dannon Oikos – two of the largest Greek yogurt brands in the US – are set to go head-to-head in front of more than 100m consumers at Super Bowl XLVIII this weekend.
Chobani and Dannon Oikos will face off against each other on Sunday 2 February, when adverts fielded specially for the game are screened.
The Seattle Seahawks and the Denver Bronchos will battle it out on Sunday at the MetLife Stadium in New Jersey to be named National Football League (NFL) Super Bowl XLVIII champion.
Advertising spots during the Super Bowl are traditionally reserved for beer brands and car manufacturers. A 30-second slot during this year’s Super Bowl, which typically lasts around three and a half hours, will reportedly set advertisers back $4m.
A teaser trailer..for an advert
Dannon Oikos became the first Greek yogurt brand to advertise during the Super Bowl in 2012.
For Super Bowl XLVIII, Dannon Oikos has drafted in John Stamos, Bob Saget and Dave Coulier – the cast of Full House, a 90s US sitcom about three cohabiting friends.
The trio is back together under one roof for Super Bowl XLVIII to show “just how entertaining a better-for-snack can be,” said Dannon.
“Our advertising during the big game helps educate Americans about how Dannon Oikos Greek yogurt fits into the fabric of American life,” said Sergio Fuster, chief marketing officer at Dannon.
“Our ad in 2012 was a big hit for us and helped encourage a lot of Americans to give Greek yogurt and Oikos a try. In 2014, we’re building on our success as the leading maker of yogurt by focusing on the lighter side of the big game with a very entertaining ad for the brand.”
Super Bowl debut
The full Dannon Oikos advert will run during the fourth quarter of the game. Chobani, the leading Greek yogurt manufacturer in the US, will make its debut at the Super Bowl in the third quarter of the game.
Its advert will “take a humorous look at what happens when Mother Nature, represented by a discerning bear that comes out of hibernation, is unleashed in a local supermarket.”
“While bears are known to eat everything, this bear - much to his chagrin - discovers that real, natural food choices are hard to find these days - particularly in the yogurt aisle.”
Despite its popularity in the US, only 37% of Americans are familiar with Chobani, the company has claimed. The advert will debut the new ‘How Matters’ platform, which Chobani hopes will help spread the word about its products.
‘How Matters’ “provides a highly visible and impactful way to more broadly introduce Chobani to many Americans not yet familiar with its authentic, strained Greek yogurts made from only natural ingredients while being entertaining to its loyal fan base.”
So, will Chobani's grizzly savage its rival's efforts, or will Dannon Oikos' fun-filled advert get the last laugh?