Valio is a leading European dairy producer, but the Brand is new to this country. So the company turned to us to help launch its first U.S. milk product: REAL GOODNESS® Lactose Free Milk.
Our job went beyond establishing Brand credentials. We had to communicate the fact that the product was a completely new kind of lactose free milk, made in a way that retains the whole-milk taste. We targeted key markets, developed memorable messaging and deployed aggressive in-store and in-home vehicles: shelf talkers, FSIs, sampling coupons and store demo kits. And we supported the launch with trade messaging to drive retail distribution and display.