Modernizing a brand with DOOH: Arla Apetina’s strategic rebrand journey

Industry

Retail

Challenge

Arla Apetina sought to refresh its brand identity in Norway with a modernized logo and updated branding. The challenge was twofold: ensuring strong consumer recognition of the new look while fostering a positive brand perception and driving purchase intent. The brand needed a strategic approach that not only increased awareness of the rebrand but also reinforced emotional connections with consumers.

Results

The phased DOOH campaign successfully boosted brand awareness, with 8 in 10 consumers recognizing Arla Apetina. Consideration also increased, with two-thirds of exposed consumers likely to purchase, while purchase intent grew by 10%. Additionally, logo favorability saw a 13% lift from phase one to phase two, reinforcing a stronger emotional connection with the brand.

Key Product

Demand-Side Platform (DSP)

www.arla.com/

10%

Lift in purchase intend

13%

Lift in logo favourability

80%

Brand awareness

67%

Brand consideration

About Arla

Arla Foods, a leading global dairy cooperative, was formed through strategic mergers, including the 2000 union of Danish MD Foods and Swedish Arla. Farmer-owned, Arla reinvests profits into its members and sustainable practices. Known for quality, innovation, and sustainability, it offers brands like Arla, Lurpak, Castello, and Apetina. Focused on long-term growth, Arla continues expanding its market presence while promoting responsible dairy production.

Bringing a fresh brand vision to life

Arla Apetina set out to rebrand in Norway, unveiling a refreshed brand identity with a modernized logo. The key challenge was ensuring consumers not only recognized the new look but also formed a strong, positive association with the brand.

To make this successful, Apetina needed a thoughtful approach that would:

Drive awareness of the rebrand and new logo.
Reinforce positive brand perception and likeability.
Maintain strong brand awareness while nurturing purchase intent.

To achieve these goals, Apetina rolled out a carefully sequenced, multi-phase DOOH campaign—first establishing awareness of the rebrand, then incorporating product-driven messaging to strengthen relevance and emotional connection.

From recognition to relationships: a two-phased approach

Partnering with Vistar Media and The Barn, Apetina implemented a structured DOOH strategy aimed at gradually reshaping consumer perception and driving lasting brand impact. The campaign launched in two distinct phases:

Phase 1: Introducing the brand and driving logo awareness

The first phase focused on building strong recognition of Apetina’s new logo and its connection to the Arla master brand. The messaging was bold, simple and direct—designed for maximum visibility and brand recall.

After the campaign, we saw a 17% uplift, with the majority (59%) of panelists recognizing Apetina as an Arla brand. A However, while awareness grew, initial favorability toward the rebrand was lower than expected, emphasizing the need for a deeper emotional connection in the next phase.

Phase 2: Product integration & strengthening brand likability

Building on the momentum of phase one, the second phase introduced product-driven storytelling, showcasing Apetina as an essential ingredient in everyday recipes. The creative approach shifted from pure branding to engaging, lifestyle-focused content that highlighted the brand’s versatility in home cooking.

Arla Apetina activated DOOH media across five different venue types, using a strategic mix of high-impact locations and proximity targeting to reach consumers at key moments. By deploying ads on screens near retail stores selling Apetina, the campaign aimed to drive consideration and move shoppers closer to purchase.

This strategic evolution helped bridge the gap between awareness and intent, making Apetina more relatable and deepening its emotional connections with consumers.

Driving results with strategic DOOH

The phased DOOH approach proved highly effective, showcasing the power of strategic storytelling in shifting consumer perception and driving action. Key outcomes include:

Brand awareness – Sustained strong recognition levels, with 8 in 10 consumers aware of Arla Apetina
Consideration – 2 out of 3 consumers exposed to the DOOH campaign are likely to consider Arla Apetina in the future
Purchase intent – 10% increase in consumers intending to purchase the product within six months
Logo favorability – 13% lift in perception from phase one to phase two

By rolling out its phased DOOH strategy, Arla Apetina not only launched its rebrand but also boosted brand likeability and purchase intent. The campaign underscored a valuable lesson: