Les 300 Laitiers bio

(Eurial)
The greater the passion, the bigger the smile

The brief

The second biggest French dairy cooperative, Eurial, wanted to boost its organic offer with the launch of a new brand of ultra-fresh products, produced its 300 organic breeders. They had to find a singular positioning and a strong identity that equal their ambitions against the well-established leaders of the category : Les Deux Vaches and Vrai.

Our recommandation

Meet Les 300 & Bio! A special name, as memorable as it is engaging, that affirms the singularity of these 300 breeders, united to make the most generous organic dairy products. A name that embodies a modern philosophy  – optimistic, and full of joie de vivre. The brand identity capitalizes on a major brand icon, illustrated on a macaroon, while the colors of the packs cut into the cold and white universe of the ultra-fresh dairy category. Finally, the tone of communication, relaxed and always smiling, affirms the personality of the brand.

 

Result

5th in the 2019 Kantar ranking of the 20 FMCG innovations that recorded the highest penetration rates among French households: penetration 6.5%, repetitive purchasing rate: 37%

Work

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