GOING HEAD-TO-HEAD WITH THE CHALLENGER
FUN Light is the iconic major player in the Norwegian soft cordial category with a 34% market share equating to 7 top 20 soft drink skus in the whole market. The brand has great KPI results in terms of being top of mind for consumers, leading being sugar free and having undisputed great taste. However, the market landscape has changed in the last 10 years with a new competitor Zeroh! who year on year is stealing a small percentage of market share. The challenge for FUN Light is to go head-to-head with Zeroh! and increase penetration and purchase frequency with consumers.
RETHINKING PAST DESIGN STRATEGIES
FUN Light’s 2022 launch of two new flavours needed to stand out on shelf – doing something different than the competitors and FUN Light’s historic new flavour approach. The answer lay in creating a campaign led pack design to engage consumers in new ways. Rather than communicating flavour on pack, the bigger opportunity was to create a creative campaign idea based on ‘Do us a flavour’. This idea was a colour led approach, leaving the flavour as a mystery for consumers to engage, trial and find out for themselves. Bearing in mind that FUN Light is known for extremely tasty and refreshing flavour, this played to their strengths and was revolutionary in the Norwegian soft drinks category – and ultimately an entirely different approach than Zeroh!.
DISTINCTIVE ELEMENTS THAT GO BEYOND PACK
The distinctive stand out label design builds on the refreshing and ‘fun’ reason to believe in FUN Light, whilst tempting consumers to explore and discuss the flavours. Thus, driving increased penetration, purchase frequency and engagement with consumers in a new way that not only works on shelf but also across digital channels. The design uses bold brand elements in an effective way as well as reintroducing ‘Årets smak’ taste of the year communication on pack – something that resonates with the Norwegian consumer.
MARTE NORDAL – ORKLA FOODS NORGE