Weave your magic: How Lurpak found its global voice

This article explains how Lurpak, the butter brand, developed a global brand positioning that was effective in a range of countries at different stages of market growth.

Weave your magic: How Lurpak found its global voice

Jennifer Lewis and Peter Fenton-O'Creevy Widen + Kennedy and Voodoo

Summary

Weave Your Magic; How Lurpak found its global voice

This paper describes how a seemingly subtle but actually highly important shift in the development and use of positioning stimulus generated, for the first time, a global brand positioning for Lurpak based on a truly universal food truth.

The positioning and tone guidelines generated by the research were adopted by the client and became the platform for the creative brief. The work can be clearly seen to be directly rooted...

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