The Dannon Company has revealed that the first-ever Super Bowl yogurt commercial will feature Dannon Oikos Greek yogurt and actor John Stamos.
The Dannon Oikos advertisement will run during the third quarter of Super Bowl XLVI and will also be released on the Dannon Oikos Facebook and YouTube pages as part of a fully integrated marketing campaign. Stamos appeared in the previous Dannon Oikos’ TV commercial, the first for the brand, which debuted in August 2011.
The commercial was crowd-sourced among a select group of top talent in collaboration with Poptent, the crowd-sourced video production company. Crowd-sourcing is the process of sourcing tasks traditionally performed by specific individuals to a group of people or community (crowd) through an open call or, in the case of Dannon, a member-only call. The member-only crowd-sourced campaign was conducted privately in keeping with the tradition of secrecy and surprise of Super Bowl advertising.
Sergio Fuster, senior vice president of marketing, The Dannon Company, said: “Greek yogurt now accounts for more than one quarter of the entire US yogurt market. Americans continue to crave Greek yogurt and demand continues to grow as we see a shift in the way that Americans enjoy yogurt.
"We make what is possibly the best tasting yogurt in the world with Dannon Oikos and now is the perfect time to highlight this delicious and nutritious snack in our Super Bowl ad. We are preparing some very memorable advertising that emphasises just how good it is, and we’ve invested in production capacity to meet anticipated increased demand.”
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