Demand has increased in the Arabic speaking world for more varied and exciting foods. Capitalising on this trend, Arla Foods is relaunching it’s PUCK brand of dairy products. A deep understanding of cultural relativity was crucial to the success of this project. kernel repositioned and redesigned this highly successful and well-loved Arabic dairy brand to create a unique, softer and more natural expression, in contrast to its very masculine, hard-edged competition. The project required a well-defined approach to differentiation and a flexible portfolio strategy. The brand is present across 16 Middle-Eastern and North African countries and can also be found in many specialist shops in the UK. kernel’s UK Managing Director. Paul Iddon said, “This was an exciting project to be part of, utilising our many years of experience working on both UK and global consumer and retail brands.”
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