OTA Natgryn
Brand Strategy / Art Direction / Product Innovation
Role / Brand strategist, art direction
Client / OTA Solgryn
Industry / FMGC
Deliveries / Concept & campaign
Cast / Michael Laudrup
Client brief
Many adults often skip breakfast, missing out on essential fuel needed to kickstart their metabolism after a night's sleep. When questioned about this choice, the common explanation is hitting the snooze button and having too little time before heading out the door.
In this fictive case with OTA Solgryn, I wanted to change this behavoir.
Strategy on a page
Business problem
OTA SOLGRYN is facing challenges in selling to teenagers and adults due to their frequent habit of skipping breakfast.
Consumer problem
PROBLEM IS the consumer often hit the snooze button, feel tired, and have limited time in the morning to eat breakfast.
Insight
HOWEVER snuggling in bed in the morning brings comfort, and so does nostalgia.
Solution
WE NEED TO introduce a new product: instant overnight oats. Pre-mixed and ready with just water, it simplifies mornings. Our branding aims to revive nostalgia linked with Michael Laudrup, echoing OTA Solgryn's past as a Danish breakfast staple.
Consumer goal
SO THAT consumers not only find comfort in their bed but also in their breakfast that evokes warm memories and nostalgia.
Business goal
HELPING TO boost sales and re-establish OTA Solgryn as the breakfast icon it once was.
Creative output
Realizing that my creative direction should embrace nostalgia and the allure of sports, I reintroduced football legend Michael Laudrup as OTA Solgryn's main brand ambassador. This move harks back to its 2007 heyday, resonating with Danes. By renaming it "Ota Natgryn - Atlet Serien," we align with the overnight oats trend, appealing to OTA Solgryn's core audience interested in health and sports.
After establishing nostalgia by reintroducing Michael Laudrup as the brand ambassador, OTA Solgryn could expand its reach to younger generation athletic superstars like tennis player Holger Rune. This strategy positions OTA Solgryn as the healthy breakfast choice for the Danish consumer.