Great, another case study about millennials.

But the truth is, winning the hearts and minds of millennials was essential to Dannon Oikos’s success. Yogurt for breakfast was old news, and the category didn’t have much more room for growth. Greek Yogurt needed to evolve from a morning standard beloved by your mom to a protein-packed power snack for the growing millennial market.

We knew if we were going to beat out the chips, dips, and energy bars and make Oikos the millennial snack of choice, we were going to need an angle. Our answer: make Oikos the official snack of side hustlers everywhere.

We showed off the many sides of Misty Copeland, inserted Oikos seamlessly the fast-paced lifestyles, and took the brand into exciting new territory.
 

Role: Copywriter
AD: Bradford Gilmore
CD: Matt O'dowd

Misty Copeland - Side Hustle

How does Misty Copeland manage to do it all? Yogurt, obviously.

Oikos Drinks - On the Go

Oikos yogurt drinks. Your on-the-go go-to.

Oikos Crunch - Crunch Test Lab

Oikos Crunch was a bit of a black sheep in the Oikos family—a bit quirky, yet still delicious. So we leaned into that.