After 20 years as a small challenger, Gevita struggled to stand out. With private labels on the rise, Orkla made a bold move: relaunch the entire range under Möller’s — Norway’s most iconic health brand. Famous worldwide for its cod liver oil, Möller’s had no legacy in vitamins and minerals. To break into this new territory, we tapped into the category’s strongest driver: Möller’s ensures your body gets all the vitamins and minerals it needs. This message was brought to life through a simple yet powerful green "check" button and rolled out across TV, social media, outdoor, print, and radio.
In just one year, Möller’s became the brand most associated with "ensuring the body gets enough vitamins and minerals." Market share surged by 3.88 percentage points. Sales soared to 257.7% of the original target — and as a bonus, Möller’s Omega-3 sales in pharmacies rose by 23.4%.