Rynkeby: Brand campaign

    People remember what you make them feel

    DENMARK'S STRONGEST JUICE BRAND IS UNDER PRESSURE

    New competitors are emerging, price promotions are constantly running in stores, and consumers don't know why they should choose one juice over another.

    Together with Rynkeby, we chose to get back to the core of the brand and go down a more emotional path. You will therefore not see a single Rynkeby product in this Rynke film. But you will experience the value that Rynkeby brings – and how you yourself can help make a difference.

    DENMARK'S STRONGEST JUICE BRAND IS UNDER PRESSURE

    New competitors are emerging, price promotions are constantly running in stores, and consumers don't know why they should choose one juice over another.

    Together with Rynkeby, we chose to get back to the core of the brand and go down a more emotional path. You will therefore not see a single Rynkeby product in this Rynke film. But you will experience the value that Rynkeby brings – and how you yourself can help make a difference.

    "DOING GOOD" MUST BE LIVED – NOT JUST TALKED ABOUT

    "Secret Friend" is a simple story about how choosing Rynkeby isn't just about doing something good for yourself: At the same time, you are supporting Team Rynkeby and the fight against childhood cancer.

    The film is based on Rynkeby's new brand platform, where we have made "Doing Good" the focal point. We've done this because we believe it's stronger and more valuable to tell people what you're passionate about, rather than relying on tactics or USPs that can easily be copied.

    1.5 MILLION VIEWS IN TWO WEEKS

    If you have a story that makes sense to your target group, you can make your story travel online. After 14 days, "Secret Friend" achieved more than 1.5 million unique views and many positive comments.

    "DOING GOOD" IS NOT JUST A MARKETING STUNT FOR RYNKEBY

    It's a very basic view that everything you do should make the world a little better. This applies to everything from the way products are made to the support for Team Rynkeby.

    Rynkeby covers all the costs of Team Rynkeby. So everything that is collected can be passed on. Over the years, this has amounted to DKK 209 million.

    There’s no doubt we are having an impact with our emotional approach. Although we don't say a word about products or quality, a whopping 33% of people who watch the film say they'd be willing to pay more for a Rynkeby product."

    Jørn Falk, Marketing Director, Rynkeby

    Please get in touch if you want to find out more about how we can help you.

    Kasper Kjærsgaard Jensen

    Adm. director & Partner

    kasperj@nmic.dk
    +45 2284 0454