Stonyfield OrganicCheat on Greek
ChallengeLaunch a competitor to Greek yogurt without cannibalizing their Greek yogurt business.
Strategy
“Don’t divorce your Greek yogurt… have an affair with Petite Crème.”
ResultsDistribution in every major grocer within three months of launch.
When Stonyfield launched Petite Crème, Greek yogurt was already a grocery aisle juggernaut.
But for all its success, it wasn’t universally loved. Its sour taste left plenty of eaters unsatisfied and bored.
That was our opportunity. Petite Crème had all the nutrition of Greek yogurt, but a smoother and more indulgent taste. So we didn’t ask people to break up with Greek. We just asked them to cheat.
“Cheat on Greek” was a playful platform that let us tempt two audiences at once: the Greek haters looking for an alternative, and the Greek loyals ready for a little excitement.
We teased “Confessions” videos from real Greek quitters. And we built a “Will You Cheat?” microsite with semi-nude men offering the visitor a coupon.
And it worked. Petite Crème launched with a limited budget, but outsized buzz.