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Brand Positioning / Communication Brief / Innovation

Brand transformation for an Arla cheese - created concepts to scope how their Danish Blue, Castello could be a brand that 'holds' other cheeses. Led to a distinctive global positioning and a successful global campaign for ad agency, Mother.

Further innovation - 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 (and bewildering) cheese category. Our concepts led to the launch of several new lines.