To launch their multi-faceted 2012 Olympic Sponsorship campaign, America’s #1 yogurt, Chobani, asked GPJ to help them make the most of the Olympics-driven “100 Days to London” event, which took place April 18th in Times Square. Alongside demonstrations of Olympics sports and other brand activations, GPJ took Chobani’s presence in a whole new direction, designing a custom pop-up experience unlike anything seen before.
Working with the Chobani team, event organizers and Olympics officials, GPJ made the most out of a small space, creating a light-filled, open installation known as “The Chobani Gallery.” This radically different approach grabbed eyes of attendees, standing out from other brands at the event in traditional tent structures. The Gallery served as a high volume sampling station, attracting tens of thousands of visitors.
From a branding standpoint, this became the first public showing of Chobani’s Olympic-themed campaign, “Naturally Powering Team USA.” Design elements drew from Chobani’s iconic packaging, their brand style and the Olympics to create a clean, open, fun approach to tying the Chobani brand with the Olympics.
Over the course of the day, Chobani team members handed out tens of thousands of samples, kicking off their Olympic sponsorship with style and sparking the momentum to be continued online, in-store, in the Team USA House at the Olympics, at Chobani headquarters, and through many other channels. The Gallery, designed to be reusable at other high traffic activations, will serve as on ongoing branded touch point for America’s yogurt leader.