Arla Dano Milk

Role: Marketing Strategist (2021 – 2024)

Situation
Arla Dano sought to forge an emotional bond with consumers that extended beyond the product’s physical nourishment, fueling both body and spirit.

Task
Boost brand awareness and salience in keyurban centres (Lagos) and the Eastern region of Nigeria, while growing Arla’s portfolio with challenger products.

Action

  • Developed and led the “Go For It” campaign, centred on stories of everyday Nigerians achieving their goals with Dano’s “inner strength.”

  • Crafted integrated ATL and BTL assets: TV/radio spots, OOH executions, social-first films, and grassroots activations.

  • Developed ideas for the Dano brand’s feature on Big Brother Naija and The Voice Naija to reach 20 + million viewers with brand storytelling.

  • Launched Sabi Creamer as a challenger creamer brand targeting the D socioeconomic class in Northern Nigeria; oversaw positioning and local channel strategy.

  • Rolled out the go-to-market plan for Dano Evaporated Milk, including a multi-touchpoint launch campaign.

Result

  • Brand of the Year (Milk Category) for both 2023 and 2024

  • Double-digit shelf-offtake growth in targeted urban and regional outlets

  • Expanded portfolio: Sabi Creamer achieved 8% market share in its first year; Dano Evaporated Milk trials exceeded forecast by 15%

  • Extended reach via reality-show sponsorships; driving both trial and top-of-mind awareness

Arla Dano Go For It
Arla Dano Sabi
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