Yogurt is a $8.5 billion category in the U.S., according to Mintel data, but it wasn’t always. In the mid-1970s, many Americans—reared on red meat and convenience foods—still considered the fermented milk product to be a little fringy. They saw no reason to eat yogurt.
Then they met Bagrat Tabaghua.
Tabaghua, a resident of a small village in the Soviet Caucasus, starred in a 30-second TV spot that popped up in evening prime time. “In Soviet Georgia, there are two curious things about the people,” intoned the narrator over footage of extremely old people vigorously tilling fields and chopping wood. “A large part of their diet is yogurt, and a large number of them live past 100.” The commercial closed with Tabaghua, a smiling 89-year-old wearing a papakha, enthusiastically digging into a cup of yogurt—Dannon yogurt—while his mother (age 114) smiled approvingly.
And that did it. With visions of longevity in their heads, Americans bought up enough yogurt to put Dannon into growth mode for the next 10 years. It’s doubtless one of the reasons why Dannon—which turned 75 this year—is today the leading brand in the yogurt category, commanding a 34 percent share of the market.
The famous commercial by Marsteller was green-lit by Dannon president Juan Metzger—who, it turns out, wasn’t only the man who helped make yogurt mainstream; he was basically the guy who got Americans to try yogurt in the first place.
In 1942, a Spanish immigrant named Daniel Carasso started a company called Dannon Milk Products in the Bronx borough of New York City. Carasso’s father Isaac had founded Danone (literally, “little Daniel”) in Barcelona two decades before. The outbreak of WWII sent Daniel packing to America—and prompted him to change the company name to something easier for Americans to say. But that wasn’t enough. In the early days, Dannon sold all of 200 cups of yogurt a day—about $20 worth—and mainly to Greek, Arab and Turkish immigrants. An early ad campaign promoting yogurt as a substitute for meat failed to convince.