- Danone North America yogurt brands Oikos, Too Good & Co. and Light + Fit have announced a TikTok “Snack & Streamapalooza” event promoting their Remix line of products, per a press release. The event is timed to National Streaming Day today (May 20).
- The live event will span 4 15-minute content sets — the primary starting at 5 p.m. ET — and include appearances from supermodel Ashley Graham and top TikTok personalities. The event will touch on interests including gaming, sports and binge-worthy TV.
- A sweepstakes on Instagram and TikTok will dole out various prizes. The event is informed by research from Danone North America indicating that 78% of Americans wish there have been nutritious and enjoyable snacks they might reach for when streaming content.
Oikos, Too Good & Co. and Light + Fit are promoting their Remix collection of yogurt snacks by tapping into the present popularity of each streaming and TikTok for a live event that would help shore up a stronger connection to younger audiences. Specifically, three-in-four Gen Zers (73%) and over half of millennials (56%) agree that they “at all times stream with a snack in my hand,” per research cited in release details.
The effort could also help the trio of brands tap into the increasingly popular better-for-you category and reach the greater than three quarters of Americans who’re looking for a healthier snack to enjoy while streaming content. The Remix line of products is a latest collection of mix-ins from the Danone North America yogurt brands that provide consumers various options for high protein, less fat or lower sugar snacks, per release details.
The “Remix Snack & Streamapalooza” event is centered around 4 15-minute content sets spanning quite a lot of interests. The first, the Too Good & Co. stage, begins at 5 p.m. ET and can feature CozyK, a TikTok creator and Twitch streamer specializing in “cozy gaming,” hobby and lifestyle content, who will chat about her favorite games and Remix mix-ins. The second session, the Light + Fit stage, will begin at 6 p.m. featuring writer and reality TV alum Deepti Vempati (“Love Is Blind”) who will share her takes on dating.
The Remix important stage will begin at 7 p.m. featuring headliner Graham, who will “Remix the whole lot glam” and dish on quite a lot of topics while snacking. The final session, the Oikos stage, will begin at 8 p.m. and have football defensive end Isaac Rochell, who will share outrageous sports moments from the week and shut together with his own predictions for the week ahead. The wide-spanning lineup could help the yogurt marketers establish a more authentic reference to latest and existing audiences.
Bolstering the live event is the chance to win quite a lot of prizes, including the prospect for one consumer to win a lifetime of paid streaming services, a Remix “athleisure streamsuit” and a month’s price of Remix products. Other prizes include the prospect to have streaming fees covered for a month, the Remix streamsuit and Remix snacks from all three brands.
To enter the sweepstakes, consumers through May 31 can go to Instagram or TikTok and comment directly on “Snack & Streamapalooza” posts from the three participating brands, or the 4 influencer partners, with the hashtags #SnackAndStreamapalooza and #SweepstakesEntry and tag a friend. Winners might be chosen at random, and all consumers can receive a coupon for Remix products by visiting the participating Instagram and TikTok pages.
The latest effort uniting the Danone North America yogurt brands follows marketing that, individually, has included Super Bowl promoting, limited-edition packaging celebrating Women’s History Month and a partnership around Google Shopping ads powered by Instacart. Danone in the primary quarter reported better-than-expected quarterly sales, with North America sales up 2.5% on a like-for-like basis. The positive performance within the region was attributed partly to Oikos, per an earnings statement.
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