Oppigårds Brewery is a microbrewery in Ingvallsbenning in Hedemora municipality, Dalarna county. The brewery was founded by Björn Falkeström who started building the brewery in 1996, on a farm that the family owned and used as farmers since the 18th century. History and tradition are part of the company's values ​​and to create new job opportunities in the area is a driving force.

Identified development opportunity - The microbrewery trend

During the latter part of the 2010s, the number of microbreweries in Sweden increased by 816 percent.

In the middle of the 2010s, Oppigård had great success. They steadily increased sales by 20-30% per year. In 2019, Oppigårds was the brewery with the largest turnover of all of Sweden's approximately 400 breweries. But already in 2020, sales decreased slightly, which is -2.6% less than the previous year. Still in the top of the country's about 400, but now the sales result has stagnated.

Their strength is really good beer and the brewery are durable and genuine. One weakness is their lack of strategic work with marketing, except for organic posts in social media and some sponsored ads for new products. A Swot is made and the project description is based on its insights together with other analysis results.

Purpose

Market the company and strengthen the brand by developing a wider range of non-alcoholic products and a completely new sales channels. Reach the new target group, women in Gen Y/Millennials. Contribute to a better environment to achieve set environmental goals and protect the sparsely populated area, which is a matter of the heart and is in line with the company's values. Build a brand and increase sales.

Objectives

Increase sales by 30% of Oppigård's total sales in one year. Start selling non-alcoholic beer in the grocery trade where 25% of total sales should be non-alcoholic beer. Switch to large-scale production in the non-alcoholic segment. Create 10 new jobs for Ingvallsbenning in Dalarna, as you see an upward trend of relocation from the countryside.

Product description

Non-alcoholic 0.5% craft beer on 330 ml glass bottle, special focus on a female target group. Organic with sustainable production in Sweden. Recycled bottle, produced with sustainable processes in production.

All beer production is made from organically and locally grown raw material from Oppigård's own farm and in collaboration with other organically certified Swedish farms.

Price: between 24-28 SEK

Tone of voice: Straight, open, honest, genuine and focus on emotional texts and images.

The primary target group

Women in the group millennials generation Y - born between 1981 - 1996.

Gen Y is described as restless, conscious and critical, they know what they like and do not like. They have high demands on technology, internet and digital communication. The generation has a good grasp of the situation and often thinks very critically about commercial messages.

The 90s are high up in most things that have to do with the internet. Having internet on your mobile (98%), listening to music (99%), watching video (98%), is obvious for a 90's artist. They use Facebook most of all (94%), pay for music the most (82%) and email most of all (100%).

Persona

Caroline is 32 years old living in a middlesize town. Single with a 5-year-old child, Lova. She values ​​variety and changes workplaces relatively often. Works as a project manager and earns fairly well but does not know if the profession is right for her in the future. She sees a balanced work life and leisure as a matter of course.

She has a great need for individualism and is strong in her opinions, but can change her mind from one day to another. Feels free to try new things and experiences, but can also be critical and questioning. Happy to travel to both sun and big cities with friends or boyfriend. Driven by curiosity to discover new things and is strong in buying but is not brand loyal.

She is also critical of marketing and easily sees through messages so as not to be fooled. Like to shop both in store and online, but only from companies that are associated with sustainability, with both social and climate-friendly commitment. She trusts friends' reviews and influencers when she has to make a buying decision.

Caroline use both Instagram and Facebook mainly for events and groups as well as Messenger. Search engines and Youtube are also widely used for ex. tutorials and education etc

Marketing and communication strategy

Oppigårds web - redesigned and prototype mockup for mobile devise

The web has been redesigned to create a more appealing look with an emotional feel, to highlight the passion for beer that is shared with enthusiasts and customers. Focus on the products where each product has its own page with information and an atmospheric inspirational video or advertisement at the top of the product page.

The design have warm color range in the color shades from green, yellow to warm orange (colors from traditional curbits) and which associates well with beer. The design also has stronger contrasts and a clearer structure. Easy to find resellers and more focus on selling and marketing then before.

More animations and video content and also a news section and a merchandise shop. Everything else about Oppigårds is gathered under "Our world" for those who want to keep up with beer events, travel or want to know more about the history behind each individual beer or about the company.

Design system - Mölumma

Colours and graphics are based and inspired by a curbits (traditional Dalarna decoration technic).

The concept

The concept is based on oppigård's historical roots in Dalarna, which with a genuineness about the company's location in the heart of Swedish nature is central. It should feel like a mix of traditional summer with elements of Nordic myths about forest creatures and fairies together with modern feminism and sustainability. Hence the name "Mölumma" which means bumblebee in the Dalmål dialect.

Overall communication strategy

We want the beer to be the brand to talk about - "word to mouth" is an important part of the brand building and growth of the product. Likewise, selected channels in social media are important for reaching out, where quantity and continuity are important. Analysis and testing of different concepts is done on an ongoing basis.

Communication & messages in social media

The message should signal individualism and stance, but also group affiliation, future optimism, sustainability, health, relaxation, etc. The message is adapted to communication and campaigns in selected social media channels.

SoMe posts & campaign

Create a "statement community" on Facebook where different activities can be planned for joint action with a focus on sustainability, genuineness, future, etc.

Facebook homepage for Mölumma - Posts, info, text, image, mobile-sponsored posts and instagram Stories, competitions, launches etc. 2-3 times / week. Hashtags.

Instagram Share genuine "moments" on instagram with other like-minded enthusiasts focus on sharing and drinking the product. Posts, info, text, image, mobile-sponsored posts and instagram Stories etc. 2-3 times / week. With hashtags.

Campaigns on Instagram and Facebook with a focus on sustainability, future optimism (despite troubled times in the outside world). Example: Act! Everyone can do something - together we are stronger.

Possibly in collaboration with selected organizations and in connection with various major events that take place in the world. One major campaign per quarter.

YouTube Advertising with Emotional Feeling - Campaigns.

Social media channels: Instagram, Facebook, Youtube.

Hashtags: #Molumma #oppigards

Conclusion

Oppigårds has had the highest turnover of all 400 microbreweries in Sweden. They have something that makes them the most successful in the industry. If it is their good beer or if it is because they are a genuine company with roots in the countryside, it is difficult to answer? One thing is clear - with an upward trend, they have developed and celebrated sales records for many years in a row with very little effort in marketing. Now that the trend is stagnating, that approach does not last long. With small funds and a well-thought-out strategy, marketing can set the stage for many more years of success.

Execution: The task was performed individually

Schedule: 3,5 weeks

Deliverables: Written submission containing a detailed brief, concept idea, communication strategy, campaign concept idea, time and project plan and at least two campaign examples for social media.

Live presentation containing the identified problem and a solution for added value, create a prototype for a website or mobile application, at least two campaigns examples for chosen channels.

Tools: Adobe XD, Adobe Illustrator, Adobe Photoshop, PowerPoint

Target group stats - Millennials generation Y