JKR

Arla backed the Earth Hour campaign (which asked people to turn off their lights on the 28th March between 8.30pm and 9.30pm) with two million special “lights out” packs (top right). Rather than running a flash which might have made Arla look tokenistic or opportunistic they instead turned the whole pack over to the campaign. This example demonstrates that a brand can retain its equities, create buzz and probably disrupt the category by the simple measure of being less protective of its everyday look and feel. While the promotion has little to do with Arla’s core values, the pack evokes a feeling of genuine commitment by being bold rather than looking like bandwagon jumping.