BrandHistory: Melkunie koeien

BrandHistory: Melkunie koeien

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Een merk dat 12 jaar geleden werd geschrapt is vandaag de dag nog steeds top-of-mind bij 78% van de Nederlanders. Dus grote kans dat je “Ik heb nog zo gezegd.. geen bommetje” kent en deze zin kunt aanvullen “Al het goede komt van… koeien”. Inderdaad Melkunie is terug!

In 1989 fuseerde de coöperatie Melkunie Holland met DMV Campina. In 2001 werd de naam Melkunie geschrapt en vervangen door Campina. Aria Foods kreeg in 2009 met een overname het merk weer in handen en heeft besloten Melkunie weer in het supermarktschap terug te brengen. Een merk waar veel mensen tot voorkort zelfs van dachten het recent nog te hebben gezien in de winkel of zelfs te hebben gekocht en dat kan rekenen op een top of mind positie bij 78% van de Nederlanders.

Private label domineren de zuivelschap en die situatie wil Arla Foods doorbreken, link aldus verkoopdireceur Mark Schreuders van Arla Foods tegenover Distrifood:

“De heersende opvatting lijkt: melk is toch maar melk. Daardoor is er geen of nauwelijks nog ruimte voor merken. Wij zijn er echter van overtuigd dat er in het schap voor basiszuivel wel degelijk behoefte is aan relevante merken.” 

Deze knappe prestatie is ongetwijfeld te danken aan de commercials van Melkunie waarin Peer Mascini een centrale rol speelde. Zoals deze commercial die in 1987 een Gouden Loekie won. Ook in de nieuwe commercial speelt Peer weer zijn bekende rol. Maar het merk  is aldus Peer “volledig Next Level” en is inmiddels ook opFacebook en YouTube aanwezig. Benieuwd of het succes in het verleden een redelijke garantie is om deze oude koe succesvol uit de sloot te halen.

Bron: Erik van Roekel, cialis ING

Brand Management

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