Chobani is sitting on the sidelines as fans take to Twitter to lambast Russia for holding up a shipment of yogurt meant for U.S. athletes participating in the Olympics, a decision that could be costing the brand a major opportunity of real-time marketing, Saya Weissman writes. Fans have started hashtags, including #FreeChobani, and data show that Twitter conversations about Chobani increased from 1,000 to 4,000 the day after news of the blocked shipment broke.

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