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 multiple large players pursuing the “premium” dairy segment, Valio faced a large barrier to transform their brand positioning from business to consumer.
Therefore, Valio needed to adapt their global brand positioning to find a unique space in the market that allowed them to connect with untapped Chinese customers within the premium dairy segment.
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
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