Once the darling of frozen yogurt, TCBY found itself losing market share to tart newbies — PinkBerry and Red Mango under the misconception that tart was healthier. Charged with regaining the health position, we concepted Super Fro-Yo, a new classification of yogurt based on five nutritional levels. We made it clear it was not a marketing stunt, but a legitimate challenge to the industry. Launched on a day we created — National Probiotics Day, consumers and franchisees responded enthusiastically. Competitors fell short on attempts to reach comparable levels and TCBY took back its health leadership.