Dofino to become the new global brand name for Arla’s yellow cheese. The decision is aimed at reversing the category’s downward trend.
”Last year’s volumes were unsatisfactory,” says Mikael Sternberg Christiansen, Head of Consumer International. ”Competition has increased substantially and we’ve failed to meet expectations. The fact that we’re lacking a strong international brand for our yellow cheese makes us vulnerable.”
In order to strengthen the marketing of yellow cheese, Arla is now embarking on an international brand promotion centred on the Dofino brand. Focus lies on everyday-consumption.
”This is the first time for us to make a general push for yellow cheese and launch a brand that transcends national borders. This is set to be an important initiative for 2007”, says Mikael Sternberg Christiansen.
Initially, the Dofino brand will comprise a limited range, but more lines are planned. As a result, some of Arla’s brands in the yellow cheese category will be replaced by the Dofino name. Brands that already have strong positions, such as the Danish Riberhus, will, however, continue in their present form.
”Although the drive for Dofino is most important outside our home markets, the brand will also be launched in Denmark and Sweden. To begin with, we’ll be focusing on advertising campaigns in Spain and Germany during 2007,” Mikael Sternberg Christiansen explains.
Parts of the existing Dofino-range.
One of Arla’s oldest brands, Dofino is available in several markets, including a flavoured havarti in the US and Canada and as a niche cheese with herbs in Germany. So far, however, the brand has not had a uniform design or been connected with the same values. Preparations for a new design and for Dofino’s new identity have already begun.
”Dofino will become part of the product group under the red Arla Master Brand, so the new identity must adhere to the values inherent in the red umbrella brand. In one form or another, this is about high quality, well-being, inspiration and taste experience,” says Mikael Sternberg Christiansen.
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