Dannon has dumped actor John Stamos, who’s been the face of Oikos for the past three years, for Carolina Panthers quarterback Cam Newton. Newton is promoting what the company calls a “first-of-its-kind” yogurt—new Oikos Triple Zero, which packs 15g of protein with zero added sugar, zero artificial sweeteners and zero fat. Additionally, the brand has become the Official Yogurt of the NFL and introduced Oikos Triple Zero to appeal to both men and women. Dannon says it is changing the current market where yogurt is disproportionately consumed by women as compared to men.
In a new advertising campaign being unveiled Jan. 12, Dannon and Newton encourage consumers to look beyond traditional staples for protein. Recruiting shoppers from the protein snack aisle into the yogurt aisle, the Panthers star puts his own personal flair in helping to change people’s snacking habits, according to Dannon.
“As an athlete, I pay close attention to what I eat—whether it’s between meals or after working out,” said two-time NFL Pro Bowler Newton. “It’s funny because I really do find myself searching the grocery store for new protein snack options. Oikos Triple Zero was quite honestly right up my alley—not only because of its nutritional benefits, but because it tastes good, too.”
Added Art D’Elia, VP of marketing for Dannon, “There aren’t many great choices for protein snacks that also have other important nutrients. As America’s largest yogurt maker, we have a commitment and an opportunity to help Americans live healthier lives through the food choices they make. Oikos Triple Zero does exactly that.”
Dannon will be supporting the launch of the product with a multi-million dollar media investment. With the goal of expanding its once predominantly female consumer, the brand says it will explore integrated partnerships with television networks with a high male viewership. The brand also will be a presenting sponsor of various NFL Network shows and plans to activate full NFL.com takeovers.
Available in six flavors—Vanilla, Coconut Crème, Strawberry, Banana Crème, Mixed Berry and Peach—the new yogurt began to hit shelves last month and continues to roll out nationwide.