FROM GROWN-UP OFFICE MINERAL WATER TO BUBBLY YOUTH FAVOURITE
Ramlösa is an iconic Swedish brand that has been around for over 300 years – and the go-to mineral water on office conference tables up and down the country. But in the early 2000s, its main competitor, Loka had taken over as a market leader with his youthful appeal, exciting tastes and creative concept. Ramlösa simply did not feel modern, and was failing to attract younger buyers – especially not when it came to the 50 cl bottles being bought “on the go”. Sales decreased and the gap up to Loka increased. The long, negative trend needed to be reversed.
THE BRUTALLY SIMPLE SOLUTION
Ramlösa needed to reach a younger target group and make them think that Ramlösa feels "right" to carry around in your bag. As emotional communication works better than rational, we came up with the creative concept "Release the bubbles". It was based on the idea that the emotions that bubble within us are as natural as our water in Ramlösa’s bottles.
We cemented the link between emotions and Ramlösa through film, OOH and digital display. We also changed the names of bottle labels to hero specific emotions. Using short films, influencers and social media, we created emotions and encouraged people to express their own. Talking to the target group in fresh and relevant ways, we communicated Ramlösa's strongest product advantage over Loka: Natural.
The overall aim was to create a dramatic measurable change in the long-term to make Ramlösa market leader again. But the initial goal was to increase sales by +5% per year.
In the first year, sales increased by 10 % and +16% in the critical 50cl bottles category! Ramlösa gained ground on Loka every month until the brand became market leader again in year two.
Since the launch of the concept, sales volume has increased by +14%, well above the original target of +5% per year.
With a bubbly and confident concept, we turned grown-up office mineral water in to a bubbly youth favourite, reversing a negative sales trend and reclaiming the market leader jersey for the first time in 15 years.
THE RESULT: A DRAMATIC MEASURABLE CHANGE
The concept "Small choices make a big difference" was very well received. Based on SPP's previous experience, we set two lofty goals: Firstly that SPP would be the top three in the industry in terms of conceivability, and secondly, to increase association to sustainable savings by 20 %.
The targets were not only reached, but also exceeded. SPP was now clearly established as top three in category and associations for sustainable savings had increased by as much as +48%! All this while also reducing SPP’s media investment by approximately 20%.
The Earth2045 campaign was widely shared – even outside Sweden. Dispelling the myth that sustainability was unimportant to people’s pension savings, we created a strong association that not only customers recognized and responded to, but also by SPP’s employees who claimed their work gained clarity and became more fun.
ASSOCIATION WITH SUSTAINABLE SAVING