Greek Yogurt Marketing

I came across this article about the marketing of Greek yogurt brands in America. One, Fage, is a more established player, while the other is the newer Chobani. In the end, Chobani has taken the lead. Is marketing partly to do with this?:

http://adage.com/article/al-ries/fage-lost-greek-yogurt-war/237558/

Contrast In Marketing: Commercial Volume

I have an idea for a commercial that I think would be effective and relatively unique. Commercials are often very loud; an attempt to gain the attention of those listening. Though this can sometimes cause people to pay attention, it can also make them unhappy with loudness of the commercial. In fact, due to this there is at least one law, the CALM law which now regulates how loud a commercial can be. However, because most commercials are at a high volume, a lot of people just tune out a good portion of the loud commercials they hear.

My idea is to do the opposite technique to get peoples attention. What if in the midst of a group of loud commercials, an ad suddenly came on that was silent, or significantly softer. I think the contrast in volume could grab peoples attention even more effectively than trying to be as loud as all the other ads, and might even cause people to talk about how soft the commercial is. Once people are talking about an ad, recognition and consideration of what is being advertised is not far behind. The other plus: in addition to paying attention to the quieter ad, some people might appreciate a softer commercial and associate it positively with the company.

Commercial volume is not the only way to use contrast in marketing but I think it is an easy illustration of how it can be effective.