6/19/2015 1
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6/<strong>19</strong>/<strong>2015</strong><br />
#ORGANIC-IS-SO-SIMPLE<br />
A holistic communication concept for the<br />
launch of the new Arla organic range<br />
that makes it easy for sceptical<br />
quality-seeking consumers to gain trust<br />
in the organic quality of Arla.<br />
Message and appearance create a creative<br />
bracket that reaches from package design<br />
through advertising to online<br />
appearance.<br />
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6/<strong>19</strong>/<strong>2015</strong><br />
ARLA BIO<br />
“ORGANIC IS SO SIMPLE”<br />
THE PROBLEM:<br />
How does one develop a convincing communication concept for a<br />
MASS-ORGANIC product? For a new brand that positions itself<br />
exactly there, where the desire for believability and moral<br />
relief is extremely high but the distrust against industrial<br />
producers and their organic promise is even larger?<br />
By putting transparency, traceability and proximity consequently<br />
into the foreground. The complicated rules for organic food are<br />
explained in a simple way in short TV stories and therefore made<br />
understandable, and on the website the Arla organic farmers<br />
explain their own understanding of organic farming and their<br />
daily work for best organic quality.<br />
In that manner anonymity turns into familiarity, kitsch to real<br />
emotions and dogma to truthful, trustworthy attitude.<br />
And somehow the Arla organic products therefore taste that much<br />
better.<br />
ARLA BIO<br />
SITUATION<br />
SOLUTION<br />
RESULTS<br />
• Launch of a new Arla organic milk product range in 2013<br />
• A hard contested market with growing market share of OL organic<br />
brands<br />
• Many laws and regulations for organic food ironically lead to less<br />
trust of consumers in organic producers<br />
• Consequent simplification and emotionalization of complex and<br />
anonymous organic codes<br />
• Entertaining infotainment campaign that combines guarantee of<br />
origin, ethical animal husbandry and organic products in a<br />
trustworthy and comprehensive way<br />
• Packaging-design as the dominant style of the campaign<br />
• TV, Print, Website, Social Media – everything from one look and<br />
feel<br />
• Successful launch in November 2013<br />
• Above average time spent on the Arla Bio website<br />
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6/<strong>19</strong>/<strong>2015</strong><br />
DESIGN DICTATES STYLE<br />
DESIGN<br />
COMMUNICATION<br />
TVC<br />
“75 KG”<br />
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6/<strong>19</strong>/<strong>2015</strong><br />
TVC<br />
“HEIMWEH”<br />
TVC<br />
“HERKUNFTSGARANTIE”<br />
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6/<strong>19</strong>/<strong>2015</strong><br />
PRINT<br />
(DESIGNS)<br />
WEBSITE<br />
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6/<strong>19</strong>/<strong>2015</strong><br />
WEBSITE<br />
CONTENT<br />
TVC Homesick 25“ und 20“ TVC Guarantee of origin 20“ TVC 75 kg 20“<br />
PRINT<br />
ORGANIC IS SO SIMPLE.<br />
ARLA BIO.<br />
WEBSITE<br />
Layout<br />
ONLINE<br />
YOUTUBE CHANNEL<br />
SOCIAL MEDIA/FACEBOOK<br />
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