Initials was tasked with helping DUG create a splash in the crowded dairy alternatives category. In order to ensure cut through in this highly saturated market, Initials developed the world of ‘Dare to DUG’, built around a daring, revolutionary, urban personality it created for the brand.
Mindful of the need to engage both category rejecters and dairy alternative consumers with existing brand preferences, the campaign is designed to inspire audiences to challenge their perceptions, step away from the norm and delve into the unexpected.
Creative executions feature bold graphic typography, provocative photography and daring copy. The shopper elements include static and animated assets featuring bold headlines and imagery, aiming to drive consumer action and celebrate the benefits of the brand.
More sustainable than oat, almond or soy alternatives, DUG’s potato milk products are available in Sweden and on Amazon UK currently, as well as vegan supermarkets TVK and Navesu, with Waitrose confirmed to stock the brand in the UK from February.
Josh Tilley, Strategy Director at Initials says: “DUG was faced with a crowded and highly competitive market – which was not crying out for another challenger; Category Buyers already had their preferred brands, and rejectors of existing alternative milks had decided that the taste and texture wasn’t for them. On top of this, there was tension of DUG being potato-based – not exactly where people were used to looking for their milk alternatives! So, we helped DUG make a virtue of this very point of difference, to challenge perception and the consumer’s palettes. Daring them to try DUG’s superior tasting product for themselves.”
Cecilia Lindwall, CEO at DUG, Veg of Lund adds: ““We are proud of DUG and what it stands for, its nutrition, neutral taste and being the most sustainable option on the market, among alternative milks. This category is getting crowded why we needed to find the creative angle to fit the positioning, to get the consumers interest. From the first contact to the final execution Initials has done a great job for DUG to find disruptive communication, that will give us the attention that we are looking for. Thank you for a great teamwork!”