• by Sarah Mahoney  @mahoney_sarah, August 13, 2024

Stonyfield knows how much sugar lurks in many yogurt products -- and that parents don’t like it. To promote its recently launched Kids Zerog Sugar Added Pouches, it’s selling a limited-edition clothing collection made from sugarcane textiles.

“The idea is that sugar really shouldn't be in your kids’ lunchbox, but it could be in your kids' back-to-school clothes,” says Kristina Drociak, director of PR and consumer engagement for Stonyfield, who worked on the activation. “We want parents to know they can have great-tasting, nutritious food -- without added sugar.”

She tells Marketing Daily the four-piece collection, made from a 100% sugarcane textile, is the brand’s first-ever foray into fashion. Three of the T-shirts are for kids and are priced at $20. The long-sleeved T-shirt for adults costs $30.

It’s a promotional gimmick to raise awareness about kids and sugar, based on company research revealing that 65% of parents are looking for kids’ snacks with no added sugar.

But Drociak says the company has made plenty of the tees, just in case they out to be a hit. It’s a lesson Stonyfield learned the hard way. “During COVID, we ran a 'Date a Cow for Valentine’s Day’ campaign, offering customers the chance to have a date with a cow.” It expected the effort to generate plenty of “Awww!” responses on social media, but few actual takers. “We thought maybe 50 people would respond -- we got 2,500. You just never know.”

The clothing also underscores sustainability, “and that’s been part of our core message since we started in 1983,” Drociak adds. The production process involves extracting cellulose from sugarcane stalks and then spinning it into fibers, offering a sustainable alternative to traditional polyester. 

The Lactalis*-owned brand is also promoting the new product through more conventional channels, including influencers. “There may be a celebrity or two caught wearing the shirts,” Drociak says. “There will also be a paid national media digital push, paid social and some in-store efforts.”

*An earlier version incorrectly cited Unilever as the owner. Stonyfield is owned by Lactalis.