Smug
Building a brand through tone of voice
SMUG Dairy, a new health-focused hybrid dairy brand from Kerry Foods, needed to make a splash in a saturated market where health claims are everywhere but attention is scarce. Flexitarians don’t want lectures, they want flavour and function. Consumers are increasingly choosing healthier, more sustainable and ethical food options but they’re not willing to compromise on taste.
We gave Smug a personality that people would see themselves in. We set out to give the SMUG brand a personality that people want to engage with - injecting humour, relevance and a confident tone of voice into every channel. We wanted to build a brand that entertained, educated and became a friendly, relatable face of the food industry.
Impact
We didn’t just help people understand what SMUG was, we made them feel something about it. In a crowded FMCG world, SMUG stood out by having a voice as distinctive as the product itself.
Get in touch
Want to have a chat about how we could work together? Matt's your man.
matthew.bonny@bmbagency.comIf you'd like to talk to someone about job applications or work experience, Sofi can be of service.
sofi.andersson@bmbagency.com