CLOSER TO NATURE by Proud Design for Arla

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CLOSER TO NATURE

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Industry Dairy products & Eggs
Media Design & Branding
Market Netherlands
Agency Proud Design
Released May 2010

Credits & Description

Category: ii. Core FMCG
Advertiser: ARLA FOODS
Product/Service: ORGANIC DAIRY
Agency: PROUDDESIGN
Date of First Appearance: May 15 2010
Entrant Company: PROUDDESIGN, Amsterdam, THE NETHERLANDS
Strategy Director: Steven de Cleen (PROUDdesign)
Designer/Illustrator: Kyanne Buckmann (PROUDdesign)
Account Manager: Judith Heijne (PROUDdesign)
Marketing Director: Louis Rippen (Arla Foods)
Brand Manager: Patricia Schreurs (Arla Foods)
Media placement: Dairy Package - Supermarket - 15 May 2010
Media placement: Dairy Package - Supermarket - 15 May 2010
Media placement: Dairy Package - Supermarket - 15 May 2010
Media placement: Dairy Package - Supermarket - 15 May 2010

Describe the brief from the client
Arla is a new organic dairy brand on the Dutch market.
The Dutch dairy market is a mature market, with various brands and propositions.
Organic dairy is a relatively small segment with a couple of brands and products under private label.
Consumers do understand that they can play a role in improving animal welfare and can help to build a more durable world. However, consumers do not want to be addressed with the pedantic tone of voice current brands tend to use.
In order to get a substantial market position, the Arla brand had to do things differently.

Describe the challenges and key objectives
Organic dairy was seen by consumers as upmarket, special and was for the happy few. Even distribution was done primarily through specialty stores. So the key challenges were:

- To popularise organic dairy, making it more relevant.
- To stand out in a low interest and rather dull category.
- To stay away from pedantic and obligatory communication as used by the competition.

Describe how you arrived at the final design
Packaging would be the sole communication vehicle in the first months of introduction. So, the pack had to do the job in communicating the Arla proposition, stirring up the segment and being relevant and impactful at the same time. We have chosen a positive visual language which reaches the hearts, rather than the brains, of consumers. The combination of both photography and illustration adds to this emotional and intriguing approach. Visualising the positive feeling of helping nature and buying a qualitative and tasty product was key in our design process.

Give some indication of how successful the outcome was in the market
Arla organic dairy was introduced in May 2010.
Six months after launch Arla reached national distribution in The Netherlands which proves that the Arla approach was accepted and embraced by its trade partners. One out of ten consumers tried one or more of the Arla products and repeat purchase levels are high (Arla NPD benchmarks).
Immediate establishment of the Arla brand in the Netherlands with a mental market leadership in organic dairy.
The introduction of Arla is succesful in every aspect, proving to us as an agency that a creative approach in a mature market can indeed make a huge difference.