Next Inc.


	Arla Foods Services: Market research, advertising, events, package design, web, custom publishing The company: Based in Århus, Denmark, Arla Foods is among the largest dairy companies in Europe and worldwide. The company is a cooperative owned by some 10,600 milk producers in Denmark and Sweden; the company employs nearly 17,000 people, has production facilities in 12 countries and sells to more than 100 countries around the globe. The story: Arla Foods is one of the world's largest producers of cream cheese, sold under the BUKO brand name. In Japan, however, the product, although very popular among professional bakers and confectioners, had been sold for decades under 11 different brand names. In the face of rising international competition, this resulted in a diluted brand image. The company needed a partner to help make a smooth transition to the unified BUKO brand name and image. Next began with market research, to better understand the many different channels through which Danish cream cheese was being distributed. We then created a brand book—a handsome custom publication introducing BUKO, its production and quality, Arla Foods, and the brand's proud Scandinavian roots. Next was also responsible for the new package design for BUKO in Japan, the creation of a bimonthly newsletter, unique website, events, PR planning and advertising in the Japanese market.

Showcase: Brand Consolidation	Showcase: Event Marketing	Showcase: Advertising	Showcase: Integrated Marcom	Showcase: Custom Publishing