Transform Magazine: Initials Creates New Brand Positioning for Potato Milk Brand – 2021


Creative agency Initials developed a new positioning for the DUG potato milk brand ahead of the brand’s entry into UK grocery stores in February 2022.

To make sure that it is deciding on the highly saturated market of dairy alternatives, Initials has developed the “Dare to DUG” positioning, built around the brand’s daring and urban personality.

Considering the need to involve both ‘category rejecters’ and consumers of alternative dairy products with existing brand preferences, Initials designed the campaign to engage the public to question their perceptions and embark on the campaign. ‘unexpected.

“DUG was faced with an overcrowded and highly competitive market, which was not looking for another challenger. There were also tensions that DUG was potato-based – not exactly where people were used to looking for their milk substitutes. Thus, we have helped DUG to value this point of difference, to challenge the perception and the palettes of the consumer. Challenge them to try DUG’s superior tasting product for themselves, ”says Josh Tilley, Director of Strategy at Initials.

The campaign features bold graphic typography and provocative photographs, in addition to static and animated elements, including bold headlines and imagery. This is intended to stimulate consumer action while celebrating the benefits of the brand.

“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 crowded and that’s why we had to find the creative angle to match the positioning, to engage consumers, ”says Cecilia Lindwall, CEO of DUG, Veg of Lund.


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