Yogurt is a realm generally dominated by health-conscious females, but Dannon’s Oikos brand is trying to reimagine that concept with a marketing campaign geared specifically toward men.
The Triple Zero Greek Yogurt Variety is sweetened with stevia and is supported by an ad campaign featuring Carolina Panthers quarterback Cam Newton. With Dannon being the official yogurt sponsor of the Super Bowl, this campaign seems to only be gaining momentum.
Men are into fitness, too, of course, and yogurt is loaded with protein, which can aid both in burning fat and building muscle—all things manly men love. However, yogurt marketing has long been geared toward women. The company’s previous spokesperson was John Stamos, with a campaign focused on being a light, healthy snack. Newton’s campaign focuses on the protein content of yogurt.