FULGA COMBINES « GOODIES AND MILK »
Brand Situation
In only two years from the launch of the Fulga brand, Albalact has emerged from the small diary producers and has become one of the first five players on the market, increasing the consumption of Tetra Pak packaged milk with 30 percent. Meanwhile, Fulga brand has managed to attract more and more loyal consumers, which means that the extension strategy is not only natural but is also the foundation for business growth. Brandient was hired to launch the first line extension – milk with juice, chocolate and coffee range.
Brandient’s Approach & Solutions
Fulga brand equity derives from the sympathy Fulga cow has attracted, from the courage in approaching the category in a unique manner for that moment. Fulga character, its personality, was the inspiration for positioning and developing the new product range. Only one change was made in the graphic program and this change has a strategic support - Fulga became a 3D character. The explanation is simple and it is supported by children and teens’ expectations regarding “cartoon” graphics: every movie or game and the Internet have taught them to ask for 3D.
Brandient didn’t recommend a sub-branding strategy, but only line extensions, using colour code and differentiating design – Fulga may be seen in various playful acts. Positioned as “Goodies with milk”, Fulga addings range contains natural juice concentrate, cocoa or cappuccino. Thus, it becomes the most expanded product range of a Romanian company using Tetra Pak package.
The “shelf success” is proven not only by the booming sales, but also by the maximization of brand favorability, as revealed by the first market researches. The graphic program greatly invests in the increase of Fulga brand value.
