Product SOS: help rescue a functional yoghurt from falling sales
Can you redefine a category and surprise consumers?
Arla Luonto+ is natural yoghurt and fruit – only good things. But not such good things were happening to sales. Our consumer research informed that there was a need to differentiate the packaging from the conventions of the category. The Kuudes concept was a shift in communications away from functional benefits towards emotional wellbeing and family-friendliness. The new identity was also a surprise on the shelves and shook up the category.
Design that resonates with the whole family
The Finnish “Luonto+” directly translates as nature plus or natural plus. Our creative came from the epiphany that birds enjoy the ripest and sweetest fruits that nature has to offer. Minimal designs highlight charming birds that appeal to both children and adults.
Disrupting the functional category around the world
International markets are adopting the Kuudes concept. It won the Vuoden Huiput 2014 graphic design silver medal and 2015 Red Dot Award for communication design. Luonto+ was the category sales success story of 2015. We proved that a functional product can be presented in an emotionally appealing way.
