It’s Healthy and Tasty
For decades, The Country’s Best Yogurt touted only its taste—despite also having the country’s healthiest yogurt. This perception of indulgence over health nutrition eventually gave an opening to hundreds of local and regional yogurt shops who have adopted a health-conscious message—stealing a sizeable slice of TCBY’s market share.
So, we ate some yogurt. We added some toppings. We ate some more yogurt. We added some more toppings. After trying almost every possible combination, the challenge was obvious (and simple): Update the TCBY brand to match its best-in-class product.