Tag Archives: Chobani

Yogurt Advert Feature Lesbian Couple Prompts Homophobic Backlash from ‘One Million Moms’

The group ‘One Million Moms’ have history of going after the LGBT community.

A few years ago it was Ellen, because how dare a lesbian be a spokesperson for JC Penney.

Now it is the new TV advert for yoghurt company Chobani.

chobani_yogurt_gif

Chobani Attempts to Normalize Sin.”

In the new ad, a tousled and clearly undressed blonde relaxes in bed, enjoying a carton of Chobani. She languidly licks the spoon, scoops out the remains with her finger and looks slyly over at her sleeping bedmate, whose foot she teasingly strokes.

Then she gets up, pulling the sheet with her, and her partner — who like her is clearly wearing a wedding ring, by the way — rouses gently and smiles.

As the Moms put it,

This commercial not only promotes same sex relationships by including two lesbians, but also same sex marriage because the two women wear matching wedding bands. The ad states, ‘To Love this Life is to Live it Naturally.’ There is nothing natural about homosexuality.”

Chobani’s chief marketing officer, meanwhile, says,

We’re a national food company that has beliefs, from animal welfare to equality.”

The Moms do ask, somewhat reasonably,

What does selling yogurt have to do with gay sex?”

and of course the answer is not a whole lot.

That’s what makes the Chobani ad unique and important. God knows using sex in ads in nothing new. Even using sex in yogurt ads is nothing new. Using gay people in ads in increasingly common, too — but the trend of the past few years has been steadfastly portraying them as your safe, family-friendly neighbours.

Honey Maid’s sweet Love ad from last year rode on the tagline of “This is wholesome,” and more recently, Wells Fargo has been running a spot featuring a pair of nice lesbians learning sign language in preparation of adopting a deaf child.

https://www.youtube.com/watch?v=b3Z5pAZe0E8

Yogurt Company Join Pride Brigade With New TV Advert Featuring Lesbian Couple

Latest TV spot from Chobani features a lesbian couple. The company’s advert – To Love This Life is to Live Naturally – highlights a social issue that aligns with the yogurt company’s core foundations of equality and acceptance.

Peter McGuinness, chief marketing and brand officer of Chobani, said

We’ve been an inclusive brand from the beginning and equal rights has been fundamental and foundational for this brand. The founding mission of Chobani was better food for more people. Good food shouldn’t be a privilege, it should be a right, and we want to make it available to all.”

The $15 million “Love This Life” campaign, comes from Opermann Weiss and focuses on telling the modern American story by emphasizing the role Chobani plays within people’s lives.

https://www.youtube.com/watch?v=b3Z5pAZe0E8

Being different, through advertising and product, is one reason Mr. McGuinness thinks the brand is flourishing.

As the leader of the category it’s our role and responsibility to grow the category and inspire the category and be different. We don’t want to do taste-offs and comparison ads, we don’t want to take the typical approach.”

Seth Adam, the director-communications for GLAAD, thinks that showcasing LGBT acceptance is becoming increasingly important for brands.

More and more companies are beginning to realize that supporting equality doesn’t stop at having inclusive workplace polices. Supporting equality also means being inclusive in your advertising and marketing and your outreach to your community and customers. I think that’s what you’re seeing here is Chobani taking that next step and saying ‘We support acceptance and equality and this is what that looks like.'”

The “Love This Life” campaign will run through September, and includes a print and social media campaign as well as new product labels.