Arla Foods: SKYR
Agency: Elmwood
Executive summary
Arla had the ambition of breaking into the third largest dairy category, yogurt – a category characterised by a huge range of competing power brands.
The challenge was how to break through in a commoditised market, justify a place in the retailers' ranges and convince consumers to make a place for it in their shopping repertoire.
The answer was to launch a game-changing brand with a distinct proposition. Arla skyr's ground-breaking design challenged category norms and assumptions, while lifting the lid on the truth about yogurt. From the farmers to retailers to...