Arla
2022
Case Study at Berghs SOC
Strategy & Copy: Miina Bergen
Art Direction: Gabby Wilson
Context: Strategy-focused brief targeted towards re-framing a brand. As the popularity of Oat milk has risen, milk sales have plummeted. How does a legacy brand like Arla make milk popular?
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Challenge: Re-position cow milk as the go-to milk, or "Make Milk Cool Again." Research milk and oat milk trends and evaluate a potential strategic position for Arla.
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Insight: Milk is nostalgic and cross-generational.
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Solution: Create a Svenskt Tenn campaign targeting both current milk drinkers (so that they won't switch to plant-based milk) and millennials, who have largely turned to oat milk. Campaign focuses on nostalgic out of home-adds featuring Swedish design and copy.
