Danone Puts Health-Driven Foods on Center Stage–And Screens– During Football’s Biggest Night
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Danone Puts Health-Driven Foods on Center Stage – And Screens – During Football’s Biggest Night
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Danone Puts Health-Driven Foods on Center Stage–And Screens– During Football’s Biggest Night
Danone North America is going all-in for America’s favorite Game Day by showcasing three of its most iconic, health-driven brands through an innovative digital-led approach. Oikos®, the leader in high protein and the largest contributor to high protein growth in the U.S.; Silk, America’s #1 plant-based brand; and STōK, an award-winning cold brew brand1 with the #1 selling ready to drink coffee multi-serve item2, are three delicious Danone brands set to unveil integrated campaigns targeting younger, health-driven consumers this year.
For the past four years, Danone has executed a successful, digital-led Game Day-adjacent marketing playbook for Oikos® (the brand saw positive sales growth coinciding with the month of the Big Game). This year, Danone is scaling its approach and expanding the Big Game playbook to three brands across the yogurt, plant-based and coffee categories with an integrated plan that includes digital marketing, in-store displays, consumer promotions, and robust paid and earned media.
The unique digital approach aligns with the streaming-focused, multi-device viewing habits of Millennials and Gen Z, as well as their health-conscious buying focus (which includes affinity for high-protein and plant-based foods and beverages, and cold brew coffee). Watch for Danone to break through a space traditionally dominated by indulgent drinks and snacks with health-driven food categories that young consumers are craving (in a fun and memorable way).
Viewers can see the Oikos and Silk spots on Game Day – Sunday, Feb. 11 – by tuning in to Paramount+ and NFL apps with Cable authentication (NFL App, NFL+, NFL OTT App, NFL.com). The STōK spot will air during the Big Game livestream on Paramount+ and in select local broadcast markets. Fans can also view the ads across the brands’ social media, on Instagram, Facebook, YouTube and TikTok.
Want to check out how we’re showing up for the Big Game? You can catch a sneak peak below.
OIKOS®
Oikos® is marking its fifth straight year on football’s biggest stage with a multifaceted approach to the Big Game, leveraging a creative ad spot, celebrity talent, brand spokespeople, paid media as well as national retail promotion and a sweepstakes. This year’s campaign features funny-man Martin Lawrence and muscle-man Shannon Sharpe showcasing how protein-packed Oikos® Pro and Oikos® Triple Zero can help everyone support their everyday strength.
“We are proud to display our strength by launching a wholly integrated campaign in our fifth straight Game Day appearance. Through our star-studded talent of Martin and Shannon, we’re showcasing how our delicious snacking choices help everyone support their strength.”
- Rafael Acevedo, President/GM at Danone North America
As America’s #1 plant-based brand, Silk is making its Big Game debut this year to put plant-based goodness front and center on football's biggest night. The campaign features a superhero actor who has made a superhuman comeback – Jeremy Renner – to show Americans how a morning routine filled with the delicious nutrition of Silk can help anyone, anywhere, feel planty good – on Game Day and year-round.
“We believe Silk has tapped into a really special story through our partnership with the Renner family, to showcase the health and great feelings that can come from adding our plant-based goodness to your morning routine. As America’s #1 plant-based brand, we’re bringing plant power to one of the country's most anticipated nights, with a beloved action star as he makes his own personal health comeback.”
- Surbhi Martin, Senior Vice President, Plant-Based Beverages at Danone North America
This marks the first-ever Big Game spot for STōK Cold Brew Coffee, an award-winning cold brew brand3 with the #1 selling ready to drink coffee multi-serve item4. STōK is all about bold moves, and this year, the brand is shamelessly challenging traditional American football culture. As the official stadium sponsor of Wrexham AFC, owned by Rob McElhenney and Ryan Reynolds, STōK Cold Brew Coffee is bringing the hype of football (um, soccer?) to America’s biggest sports stage. What better way to celebrate the Welsh football team’s success and ambition of reaching the Premier League?
The new ad is produced by Reynolds’ Maximum Effort – its first Big Game spot – and reveals that STōK isn’t just the sponsor of Wrexham AFC’s stadium, The STōK Cae Ras – it’s also the cold brew coffee that fuels the team mascot, Wrex the Dragon, played by world-renowned Welsh actor Sir Anthony Hopkins.
“People are used to seeing brew commercials on Game Day, but I don’t think they expect it to be cold brew – let alone a cold brew brand celebrating a Welsh soccer team. STōK isn’t afraid to make bold moves and challenge the norms of traditional marketing. Partnering with Sir Anthony Hopkins to bring Wrexham AFC to [American] football’s biggest stage is exactly the kind of bold act that fans have come to expect from STōK.”
- Brittney Polka, Vice President of Ready-to-Drink Beverages at Danone North America
1Men’s Health – The Best Foods for Men 2023 2STōK Unsweet Bold & Smooth 48oz – IRI US MULO RTD MS $ Sales CY 2023 3Men’s Health – The Best Foods for Men 2023
4STōK Unsweet Bold & Smooth 48oz – IRI US MULO RTD MS $ Sales CY 2023
Danone Puts Health-Driven Foods on Center Stage–And Screens– During Football’s Biggest Night
