Bye Bye Boring,
Hello Muuna
Muuna Cottage Cheese
OVERVIEW
The New Way to Cottage
Tnuva, a multi-billion dollar dairy company, approached OffWhite Co. to assess the United States dairy landscape to launch something exciting for the US consumer.
A deep dive in qualitative and quantitative analysis, revealed that cottage cheese – a boring, declining category, been around forever, and mainly thought of as a diet food – was ripe for a reawakening and an opportunity for growth.
PRODUCTS
Cottage Cheese
SERVICES
Strategy
Naming
Branding
Photography
Packaging
Marketing & Advertising
Commercial
Web Design & Development
Research & Strategy
$1.2 Billion Market
Category, yet no…
- material innovation
- dominant brands
- barriers to entry
#1 importance rating
of yogurt and cottage
cheese consumers:
TASTE DELICIOUS
Creamy supports a
wide platform for
new product entries
Branding
NAMING AND LOGOTYPE
To reinforce the brand positioning and uniquely creamy product feedback we received in research, we needed a brand name and logotype that would evoke creaminess, unconventional, unique and premium. We landed on “Muuna”, a new word – representing a reinvention and revitalizing of a tired cottage cheese category. To reinforce the creamy positioning we developed a curvilinear logomark with smooth shapes and dairy sounding.
FLAVOR PHOTOGRAPHY
Prior to OffWhite’s creative, cottage cheese was photographed or illustrated in a very basic commoditized style. We wanted to reinforce both the creaminess of the product as well as the deliciousness of the fruit flavoring. To do this we photographed and photo retouched each serving mound of cottage on an elegant glass plate with flavor cue to the right. Each curd, painstakingly stylized to enhance the flavor appeal.
Packaging
OffWhite’s talented creative team beautifully crafted a patented cup shape, designed to fit comfortably in the palm of your hand – for an ergonomically pleasing experience. We worked closely with plastics mold makers to not only have a beautiful cup sculpted like a work of art, but functional for the required manufacturing process. The premium label and foil design features the cottage cheese and flavors prominently showing off Muuna’s ridiculously creamy selling proposition.
Strong
shelf impact
Premium
messaging
PURCHASE INTENT
72%
of those surveyed would
purchase Muuna because
they love the design
– Ipsos Design Test
SPECIAL FLAVORS
April fools! To help generate excitement for the brand we developed a limited edition Creamy Dreamy Curd Cannabis flavor, features its uniquely creamy, lowfat plain cottage cheese as a base with a sprinkle of food-grade cannabis on the bottom, delivering an earthy taste.
Muuna’s Pumpkin & Spice flavor was a special blend of real pumpkin puree, pumpkin spice seasoning, and creamy, protein-packed cottage cheese, conjuring the flavor of pumpkin cheesecake.
Marketing & Advertising
To help support the strong branding and packaging, OffWhite developed a marketing strategy that included PR, social media and launch TV SuperBowl commercial. As a full solution, we supported the sales team, and various marketing needs, including FSI, OOH campaigns, advertisements, and collateral materials.
SUPER BOWL COMMERCIAL
The Muuna video was approached from the viewpoint that cottage cheese hasn’t changed since the ’70s and was in dire need of a refresh. Creative use of live action and 3D animation shows a young woman quickly transitioning from the hippy era, to the big hair era of the ’80s, to a modern day gym and executive workplace, all while holding a tub of cottage cheese that transforms from a drab blue and white container to the revolutionary and sleek Muuna brand. Viewers speed through time as visual storytelling reinforces the message that a new, breakthrough cottage cheese has arrived on the market. Gorgeous shots of swirling, creamy cheese curds and mouth-watering fruit convey this is not ordinary cottage cheese as consumers know it, but “a new way to cottage” that fits the busy lifestyle of a 21st century woman.
Goal: Change the perception of a boring product and quickly send the message that Muuna is an exciting new twist on cottage cheese that’s cool and relevant to the modern consumer.
Audience: Health conscious women aged 30-50 who are concerned about their protein intake and are looking for a quick, easy and healthy snack.
Performance: What started as a social media campaign quickly gained traction as Muuna caught the attention of and grew buy-in from consumers. The video ran as a TV commercial during Super Bowl LIII and again during the 2018 Grammy Awards ceremony – reaching an even wider viewing audience and helping Muuna add more than 7,500 stores to its distribution network.
ADVERTISING
SOCIAL MEDIA
Web Design & Development
