DRAG N DROP THE ARLA BRAND TO 30% MORE EFFECTIVE ADVERTISING.

THE PROBLEM:

Arla are a huge European advertiser with several global brands. But the way they structured the Arla sub-brand advertising was inefficient and therefore not as effective as it could be. They were advertising each sub-brand individually in each market.

 THE SOLUTION:

Bring the sub-brands closer together under one European Arla Masterbrand, and enable each piece of brand advertising to be “dragged and dropped” into any market.  

What followed was a brand positioning project that spanned 6 European countries and multiple agencies and board level stakeholders.  From there, a consistent global visual identity, brand architecture and advertising format were developed.

This consistency allowed advertising developed in any country to be used in any other country with minimal changes – thus improving spend efficiency.  It also allowed a halo effect to be generated across the range, meaning that when any product in the Arla brand range was advertised the rest of the portfolio benefited.

THE RESULTS:

This project delivered a whopping 30% improvement in effectiveness vs the previous 3 years, and moved Arla to be the best performing brand in the business.