“South East Asian millennials love for high-energy, sensorially super-charged products gave rise to an exciting opportunity in on-the-go desserts. Our brief was to create a new brand that would connect with a generation of discerning digital natives.”
Unknown outside of the Nordics, we needed to define a clear positioning strategy for Valio butter that communicated the highest possible artisanal quality, purity and naturalness to retail consumers
By identifying core capabilities, brand point of difference, category role and consumer needs we found the positioning sweet spot. The Valio story revealed a ‘secret legacy heritage’, that made it the first choice for professional French patisserie chefs. Using semiotics, cultural codes analysis and creating an original pack design, we defined a unique premium proposition.
From its European launch, Valio sold 550% more than predicted within 6 months and prompted the de-listing of most established brands in major retailers.
By identifying core capabilities, brand point of difference, category role and consumer needs we found the positioning sweet spot. The Valio story revealed a ‘secret legacy heritage’, that made it the first choice for professional French patisserie chefs. Using semiotics, cultural codes analysis and creating an original pack design, we defined a unique premium proposition.
