Olympus Dairy Products
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Transcript of Olympus Dairy Products
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Case StudiesOlympus - Dairy products
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Launching OLYMPUS
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CHALLENGE
Launch in Romania, on one of the developed markets (dairy products), a foreigner brand whose main values are interrelated to its tradition - not a country-transferable feature.
CONTEXT
Olympus, the main player on the greek dairy products market, launches in Romania its traditional specialities (along with the classic diary products range).
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Campaign Objectives
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TO DO
naming
packaging
classic communication
___________________
for milk, yoghurt and cheese
make olympus visible fast
differentiate...
...ensuring the same basic things (quality, expertise, natural ingredients)
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Target
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rest of them... crave for it - therefore look for “tradition” and “natural” in dairy brands
most of them have access to
milk&co directly from the sour
ce
Romanians and dairy products go along for long time...
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MODERN MILK LOVERS
natural base - good milk
nicely processed - good balance between hygiene and natural
And there’s the others:
*don’t have direct access to cows, but wouldn’t like it either
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Launched Olympus
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NAMINGOLY
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OLYDerived from Olympus; links
to the brand; easily
recognizable
friendly, resonant and warm
NOTE:
All liquid
produ
cts, m
ilk or
derived fr
om
milk, f
ollow t
he over
all Oly
mpus a
pproach
under
the ‘Oly’ b
rand na
me rang
e, with
specific
elements
in ord
er to
be easil
y
differen
tiated
by the
consumer
.
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PackagingMilk, milk products, yoghurt
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nice looking, modern packaging
CLEAN
CLEAR
milky-like
BONUS: they liked it so much, they exported it to Bulgaria as well
*we resemble Bulgaria, so the market context was pretty much similar
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Milk products
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Yoghurts
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TO BE CONTINUED
? ?