Here's to Genius Taste
How we positioned DUG as the smart, premium choice in a crowded plant-based market
The Challenge
The plant-based milk market was dominated by rebellious, anti-establishment brands like Oatly. DUG needed to launch as Sweden and the UK's first potato-based milk drink, but taking the expected "rebel" route would just make them another voice in the noise.
The challenge was to create a distinctive position for a completely new product category while building premium credibility in an increasingly crowded market.
The Strategic Insight
Instead of following the predictable path of being "another Oatly rebel," we positioned DUG as the intelligent, sophisticated choice. We focused on what made the product genuinely superior: the genius of using potatoes as a base ingredient.
The insight was simple - smart consumers deserve a smart choice. Why be rebellious when you can be brilliant?
The Creative Solution
We developed "Here's to Genius Taste" - a campaign that celebrated intelligence over rebellion. The creative approach was premium, confident, and distinctly more grown-up than the category norm.
Rather than shouting about being different, we let the product's inherent superiority speak for itself. The potato wasn't just an ingredient - it was proof of innovative thinking.
The Execution
Premium visual identity that elevated the entire category
Sophisticated messaging that spoke to discerning consumers
Multi-channel campaign across digital and retail environments
Focus on taste and innovation rather than just sustainability
Launch strategy across Sweden and UK markets simultaneously
My Role
Creative Lead & Senior Art Director
Developed strategic positioning that differentiated DUG from category rebels
Led creative concept development for "Here's to Genius Taste" campaign
Directed premium visual identity and brand expression across all touchpoints
Managed creative execution for dual-market launch (Sweden and UK)
Oversaw creative team and stakeholder alignment throughout the project