With the Olympics fast approaching, many sponsors are releasing plenty of ad campaigns featuring Olympic athlete hopefuls, and Chobani's 'No Bad Stuff' campaign follows suit. Chobani has entered into full-on Team USA mode for the upcoming Olympic Games with its branding, including television ads and new packaging. The #NoBadStuff campaign ties into the brand's belief that "You can only be great if you're full of goodness."
To ensure the ad was exactly the way the brand envisioned it, Chobani spent four months carefully selecting the athletes it wanted to showcase in the ad. The resulting video includes Alex Morgan (soccer), Jordan Burroughs (wrestling), Marlen Esparza (boxing), Ashton Eaton (decathlon) and Melissa Stockwell (paratriathlon). Chobani's reasoning behind its selection is it wished to feature athletes who had overcome adversity of any kind to become the Olympic hopefuls they are today. These athletes are tied together by the fact that they "don't allow bad things in their products, bodies, or lives."