Dear dairy, this is the softest milk of them all
The brief:
The story of Swedish milk dates back to the 19th century. Swedish milk from Arla has been a natural part of Midsummer celebrations, breakfast tables, and pancake lunches ever since. Now Arla wants to restore its strong reputation and highlight its long history.
To achieve this, Arla is launching a new product—a new milk designed to be the ultimate choice for making hot chocolate.
Psssst this is a fictive case from school!
Insight:
The Swedish milk is a part of the Swedish nostalgia.
Our concept:
We focused on nostalgia and chose to communicate our product with soft girls who are also nostalgic. ’Soft girl’ was added to Sweden’s list of new words 2024 and describes an aesthetic and lifestyle characterized by pastel colors and a romantic, playful vibe.
The concept also includes a PR-campaign.
Work group:
Julia Hvalgren (CW), Emilia Tengborg (CW), Matilda Hedberg Dowdle (AD), Kelly Arhage (AD).
Three delicious flavours– Pop of Polka, Sweet Strawberry & Cozy Cardamom
Dear dairy, this is the softest milk of them all. Pour Mélange is our latest addition. Creamy, tasty and oh so soft. Buy it in your nearest supermarket.
PR-package for influencers with translation below
Hi there Filippa!
At Arla, we are so proud of our loooooong history. Did you know that we’ve been around since 1880? That means we’ve been a breakfast staple, the perfect match for strawberries and the ultimate pancake companion for decades.
Pour Mélange is the softest milk of them all and also the latest addition to the dairy shelf. Perfectly creamy and available in three soft flavors: Sweet Strawberry, Pop of Polka and Cozy Cardamom. Use your favorite hot chocolate recipe or try our own, specially tested to bring out that rich and creamy goodness only real milk can bring.
Give it a try and enjoy!
Oh, and by the way– when winter is over (trust us, spring is coming), hot chocolate is just as good cold. Try a refreshing version, just skip the heating and add ice instead.
Stay soft!
Love,
Arla
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