To the uninitiated, skyr is like yogurt but thicker and more textured—it won't fall off the spoon if you flip it over. In its quest to be the new Curdled Dairy Queen, Siggi's, a company that makes Icelandic-style skyr, wants to get the word out that Greek yogurt makers cram their tiny containers full of sugar:
"Everything's a lie and a racket!" one passer-by in the company's new video exclaims.
This commercial, too, is a little misleading: A 5.3 oz container of plain Siggi's has 4 grams of sugar, just like a 5.3 oz container of plain Chobani, the best-selling Greek yogurt variety. (The flavored varieties of Chobani, however, have more sugar than the flavored varieties of Siggi's by about five grams.)
Factual niggling aside, this campaign is interesting for two reasons:
First, it shows that once food manufacturers notice that health-conscious consumers have seized on a certain metric of a given "health food" category, the competition becomes about outshining the others in that dimension, no matter how silly the result.
Witness, this 1987 commercial in which a man's coworkers all swoop by to tell him that "Fiber One has more fiber" than his All-Bran:
Woo hoo fiber!
Greek yogurt tried a similar tack, weaseling in past regular yogurt ("c'est si bon") on both its purported exoticism—one commercial featured real Greeks eating yogurt-topped granola bars—and, of course, on its health claims. In one ad, John Stamos (a Grecian!) eats frozen Greek yogurt and brags to his angry commercial wife about how much protein it contains.
In the five years leading up to 2011, sales of Greek yogurt grew 2500 percent. Now yogurtiers are ready for yogurt-eaters to move on to an even fancier alternative.