Soktas Print MOOVA by Landor Dubai

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MOOVA

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Industry Milk
Media Print, Magazine & Newspaper
Market United Arab Emirates
Agency Landor Dubai
Director Rosie Kropp
Creative Director Shaun Loftman
Released September 2011

Credits & Description

Category: Food and Non-Alcholic Drinks
Advertiser: SOKTAS
Product/Service: DAIRY BRAND
Agency: LANDOR ASSOCIATES
Creative Director: Shaun Loftman (Landor)
Senior Designer: Dina Hassan (Landor)
Director: Rosie Kropp (Landor)
Client Manager: Idil Yenisehirli (Landor)
Media placement: milk cartons - TVC / Supermarkets / Stores / Website - september 2011

Describe the objective of the promotion.

Efeler Farm, in Turkey, is a family-owned business situated in the agriculturally rich Söke Valley. Locally known for its modern farm facilities, excellent farming-methods and high standards, their 5,000 cows produce the best raw milk product in Turkey.
After spending years supplying to the dairy industry, the company made the decision to invest in building its own brand to go to market.
We were asked to create a new, fresh and differentiated brand with a strong enough brand to enter the competitive dairy-milk and cheese market, and be able to compete as a premium
player.

Describe how the promotion developed from concept to implementation.
Having defined a brand-platform based on 'purity and the goodness of life', we created the
name, 'Moova', coined from the words 'Moo' (cow sound) and 'Ova' (Turkish for valley).
The visual language was designed to reflect the concept of pure, essential, basic and simple good quality. The brandmark identity was formed from rudimentary shapes that could symbolise our most pure and basic foundation of the visual world around us.
Included within the wordmark are icons that represent Moova's milk and cheese products, the circle for a simple glass of milk, and the 'v' triangle for cheese.

Explain why the method of promotion was most relevant to the product or service.
The product had to create a dynamic impact in the congested 'blue sky, green grass' language of the domestic-milk market whilst remaining simple to reflect the purity of the raw product.
A highlight within the mark itself indicates either cartoned or sliceable products, reflected in the choice of packaging shapes themselves.
We claimed purple to be both symbolic of being the highest quality in this market, and also to identify the brand's lifestyle aspiration of moving outside the immediate dairy sector in the near future.

Describe the success of the promotion with both client and consumer including some quantifiable results.
After launching the brand and story, such was the interest and demand that production was unable to meet the sheer volume of commercial orders, and many supermarkets and stores had to be refused supply. Currently, the brand is 6 months behind on meeting industry
orders. This, adversely, had a positive effect. It created a buzz around the brand, as it was perceived as a product so good that it was flying off the shelves and hard to find. This has created much
media attention, and Moova has already been the focus of many branding articles and blog activity within Turkey.