Castello
Brand positioning / Communication brief / Innovation
We’ve worked with the Castello team for many years. Castello was Arla’s Danish Blue cheese brand. The ambition was to grow the brand by launching globally and transforming it into a brand that could ‘hold’ different types of cheese – not just Danish Blue. Our first task was to develop a global positioning. Using Adcepts we scoped multiple angles for how the brand could develop and be distinctive emotionally & rationally. This work led to Mother’s global campaign.
Our next task was to scope innovation ideas for the brand. It wasn’t enough to simply launch generic cheeses – they had to be simple, distinctive propositions that could stand out in the huge (& bewildering) cheese category. We used Adcepts to scope multiple innovation ideas which led to the launch of several new lines. We then worked on developing the next stage of innovation ideas – they haven’t been launched yet so unfortunately we can’t talk about them.
Natura Cheese
Positioning an innovation /Communication brief development
Arla planned to launch Natura, a pale, uncoloured hard cheese within the everyday yellow cheese market across Europe. They wanted to differentiate it from competitors in a way that provided a good fit with the Arla brand.
A range of potential positionings was explored using Adcepts, resulting in a precise communications brief and a successful launch throughout Europe.
