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Chobani Stirs Up The Metaverse



Publicado: 17/06/2022

By Jonathan Hobbs

Yogurt maker Chobani has officially entered the metaverse with the release of “Chobani Oatmilk Cosmic Race.” It is available to the Roblox community and focuses on group racing and discoverability.

Participants pilot Chobani Oatmilk spaceships that deliver oatmilk to planets in a virtual cosmos. If the “pilots” finish a race, they have a chance to win prizes, including custom-made Chobani products and bragging rights on the leader board.

The “Chobani Oatmilk Cosmic Race” features a variety of vehicles to compete in. (Chobani)

“It’s vital to us to make accessible, high-quality, nutritious goods, such as oatmilk, and with this game, we’re adopting a fun and creative approach to how oatmilk can be seen and enjoyed by everyone,” said Meredith Madden, Chobani’s chief marketing & category officer. “Bringing whimsical moments to life, particularly in a virtual environment, is a fun and engaging approach to test new ideas and draw new followers to our brand.”

Chobani Oatmilk has appeared at several popular cultural events in the national advertising spot to highlight that oatmilk can be for everyone to enjoy. Chobani’s tune “G.Oat,” which is accessible on most streaming platforms, is included in the company’s promotions..

Chobani also collaborated with Chillhouse to bring the commercial’s nail art vignette to reality. Chillhouse’s flagship in New York City provides personalized nail art manicures and Chill Tips inspired by Chobani’s Oatmilk containers for a short time.

Chobani says its objective of making healthy food for everyone is furthered by this marketing effort, which includes strategic partnerships and media outreach and platforms.

“We are a values-driven, people-first, food-and-wellness-focused company, and have been since Hamdi Ulukaya, an immigrant to the U.S., founded the company in 2005,” the company says on its website. “We produce yogurt, oatmilk, dairy and plant-based creamers, ready-to-drink coffee and plant-based probiotic drinks. Chobani yogurt is America’s No.1 yogurt brand, and it’s made with only natural ingredients without artificial preservatives.”

The yogurt maker’s recent initiatives also include replacing plastic containers with paper-based ones. (Chobani)

Chobani came into the oatmilk market with the goal of making the product better known and popular. Oatmilk is now one of the fastest-growing non-dairy milk sectors, with a year-over-year increase of 50.3 percent, and  Chobani’s net sales reportedly increased 56.4 percent.

“Chobani uses food as a force for good in the world – putting humanity first in everything we do,” the company says on its website.

In that spirit, Chobani says it is always looking for new ways to give back, and the “Chobani Oatmilk Cosmic Race” is one of them. The company will donate $75,000 to Hunger Free America once the target is attained.

Produced in association with MetaNews.

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Chobani Stirs Up The Metaverse.

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