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From January 30 to February 1, Yoplait Greek hosted a taste test at a pop-up space in New York's SoHo neighborhood. Just 300 feet away from competitor Chobani's flagship store, the activation was informally dubbed “the yogurt wars” and invited consumers to come inside for a blind taste test of each brand's blueberry yogurt.
“In the past few years, we've seen an increased affinity and interest in Greek yogurts, as many consumers are interested in the health benefits Greek yogurt offers,” said Susan Klobuchar, Yoplait Greek's integrated marketing communications manager. Inspired by a national taste test that gave Yolplait Greek Blueberry the edge over Chobani Blueberry Fruit on the Bottom, Klobuchar said “we decided to take it to the streets of New York to give everyday consumers the chance to take a side-by-side taste test for free.”
Inside the space, bright colors mimicked the fruits used in Yoplait Greek yogurts, and pillow-strewn couches invited guests to sit back. A large banner showcased the hashtag #TasteOff, and guests were encouraged to share their thoughts on the tasting experience via social media. A screen showcased relevant posts as they appeared on Facebook, Twitter, and Instagram.
As for what Chobani thought of the stunt? Chobani brand officer Peter McGuiness gave the New York Daily News some choice words on the subject: “We are the leader,” he said. “We're not ... popping up for a few days.”