Title	VALIO’S NEW QUARK DRINK – THE NAKED CHOICE
Brand	VALIO
Product/Service	VALIO PEHMEÄ RAHKA JA RAHKAJUOMA
Category	B01. FAST MOVING CONSUMER GOODS
Entrant Company	BOB THE ROBOT Helsinki, FINLAND
Advertising Agency	BOB THE ROBOT Helsinki, FINLAND
Media Agency	VIRTA HELSINKI Helsinki, FINLAND
Production Company	LEFT & RIGHT Helsinki, FINLAND

Name	Company	Position
Anu Igoni	Bob The Robot	Creative Director
Helmi Korpinen	Bob The Robot	Creative
Ilkka Uotila	Bob The Robot	Strategist
Mikko Rummukainen	Bob The Robot	Producer
Antti Korhonen	Bob The Robot	Designer
Okko Ojala	Bob The Robot	Developer
Kenneth Nylund	Bob The Robot	Developer
Samuli Karala	Samuli Karala	Photographer
Kirsi Pärni	Left/Right	Producer
Jaakko Itäaho	Bob The Robot Pictures	Director
Marjo Jäärni	Bob The Robot Pictures	Producer
Lauri Aalto	Bob The Robot Pictures	Cameraman
Lauri Tarkka	Bob The Robot Pictures	Video Editor
Mikko Roisko	Bob The Robot Pictures	Sound Engineer

Creative Execution

The impressive pictures of the bloggers were the heart of our digital presence. We produced simple “digital prints” that the bloggers posted in their blogs. They also wrote about the campaign and the making of process in great detail – also raising a lot of discussion and interest for the product among their readers. The product site was built around the pictures, as well as the banners and take-overs. It was the naked choice all over the net.

Often people are skeptic about the branded content in the blogs, but the positive feedback showed that we were in the right place at the right time. According to one survey, the blog post increased the interest in the product (intention to buy and visit the web site) by 50%. The banners also scored well over the average in categories like meant for me and interesting. The intention to seek more info on the product was almost twice as high as the median for similar banners. At the time of writing, the market has met the new product very positively.

In Finland, quark based protein snacks are very popular at the moment – especially among those exercising and being interested in their well-being. There are various flavoured quarks competing for consumers' attention. How to bring to the market a plain, unflavoured quark in a new, drinkable form? Can it be interesting when compared with the colourful, tasty competitors? Well, of course it can – if we portray this product as a naked choice and strip the advertising naked as well. We asked four wellness and fitness orientated bloggers to shed their clothes and pose naked for the Valio quark drink campaign. This way we gave a positive meaning to body consciousness and showed that often the most simple choices are the most effective and most suitable for all.