Overall project

International dairy co-op Arla leading innovation process, bringing to live a new product – a “healthy” soda based on milk

Overall assignment

Packaging, brand positioning, serving occasion, guidelines for launch strategy and local 360-degree strategic adaption for Danish launch

Solution

A very simple communication was needed, to decipher the rather complicated process of creating this new product. Though a communication that enforced the fact that this product was an innovation, focusing largely on digital possibilities, was chosen, defining the direction.
Pøp was to be positioned as a more premium soda to underline the novelty, integrated at strategically selected outlets such as design hotels, restaurants, and cafés, along with alternative outlets such as spas, design shops, and galleries. The premium positioning called for a clean design, glass bottle, with a Nordic touch to create a sense of premium.
As the product aimed at health conscious women and pregnant women, a strategical launch plan initially targeting trendsetters within health, design and lifestyle, subsequently targeting the “cafe latte moms” and finally the broader audience. Supported by a thorough PR campaign, as the product concept and production was a message that could not afford being misunderstood.