Arla Foods: GULP

Credits & Description:

Advertiser: ARLA FOODS
Agency: WIEDEN+KENNEDY
Category: Core FMCG
Copywriter: Caroline Riis (Wieden+Kennedy)
Creative Director: Dan Norris (Wieden+Kennedy)
Group Account Director: Katherine Napier (Wieden+Kennedy)
Designer: Michael Bow (Wieden+Kennedy)
Creative Director: Ray Shaughnessy (Wieden+Kennedy)
Planner: Theo Izzard-Brown (Wieden+Kennedy)
Account Director: Hanne Haugen (Wieden+Kennedy)
Project Manager: Tony Wallace (Wieden+Kennedy)

Outcome
This information is currently unavailable, as product is due to launch the 22nd April.

Implementation
There were two elements upon which to construct the Gulp brand and inform the design:The name:The word ‘Gulp’ communicates something very distinctive. The psychology:Milkshakes are inescapably more fun than other ready to drink alternatives.Milkshakes need be to shaken for maximum enjoyment, and we wanted to express this through the design. The typography literally shakes things up, and expresses the brand’s personality. Gulp is not just a name – it’s an attitude and a way of behaving. You don’t sip a Gulp. You gulp a Gulp.The stripes which run through the design further communicate this, representing the stages in which you should drink it – in big, bold gulps.

Brief Explanation
The brief went beyond just the design of the pack – we needed to conceive of an entirely new brand.

Client Brief Or Objective
Arla are launching a new ready-to-drink milkshake in the UK at the end of April. It will be available in three flavours, and is aimed at kids as the consumer and mum as the shopper, but is likely to be enjoyed by a broad audience. The brief was to creat a fun and eye-catching packaging for the range.