From Kefir Drink to FRIESEN Drink: How Northern German Serenity Became a MILRAM Brand

Background and Challenge

MILRAM faced the strategic task of successfully communicating the redesign and rebranding of their "Kefir Drink" to "FRIESEN Drink”. The challenge extended beyond conveying the product's visual transformation to establishing an emotional connection with Northern German serenity and lifestyle. The primary objective was to develop a coherent communication strategy that would authentically convey the new brand image across multiple channels.

Approach and Realization

Our comprehensive digital campaign for the product relaunch encompassed strategic social media management across MILRAM's Facebook and Instagram channels through targeted posts and advertisements. As the centerpiece, we developed a custom landing page that immerses users in the relaxed world of FRIESEN Drink under the motto "Northern German Serenity". We designed innovative website modules that authentically convey the product's lifestyle essence and create an immersive brand experience.

Results

Through precise coordination of all initiatives, we achieved a unified brand presence for FRIESEN Drink across all communication channels. The seamless linking of website content and social media activities under the overarching theme ensured a consistent brand message.