DISCOVERY
With more than 100 years of history, Finnish dairy provider Valio, one of the largest and most successfully dairy producers in Northern Europe, had flourished as a business-to-business operator in China’s competitive dairy industry. 

After a decade of success in China, Valio sought to expand its operations to deal directly with customers, but faced a heavily competitive market with several major domestic and international players. As they explored new business opportunities they needed the right brand positioning and tone of voice to stand out from the crowd.

With a new brand positioning and packaging, Valio experienced explosive growth in its first year operating as a customer-facing business, reaching record levels during China’s equivalent of Black Friday ‘Double 11’:
- Sales of Valio UHT milk exceeded 400 metric tons
- Online sales increased by 487%, reaching 4.7 million RMB 

发现纯粹
在中国迅速发展10年后,Valio寻求将业务扩展到消费品市场,但这会面临来自国内及国际品牌的直接竞争,挑战巨大。

在拓展全新的商业机会之前,Valio需要有切合的品牌定位和品牌调性,从而在一众竞争品牌中脱颖而出。

新的定位,新的包装设计,新品牌定位下的Valio在第一年取得了爆炸式的销量增长,在“双11”时达到创纪录的销售水平。
- 销售Valio高温灭菌奶超过400吨
- 线上销售额增长487%,达到470万元


Client
Valio Shanghai Ltd
Marketing Manager: Joan Zhou

Client services/Designers/Strategists
MetaDesign Beijing

Client Services
Client Manager: Allison Chu

Design
Creative Director: Sally Anderson
Associate Creative Director: Siuming Leung
Designer: Dan Liu, Meiyi Wang

Strategy
Managing Director: Mauro Marescialli
Associate Strategy Director: Owen Li
Brand Consultant: Lori Luo

Valio
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Valio

In 2017, Valio, one of Finland’s largest dairy producers, sought to become consumer facing in China after more than a decade of successful B2B op Read More
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