Ihana by Arla

Ihana — repositioning yogurt from morning to evening The starting point for this campaign was a very clear market insight. At the time, the Danish yogurt category was heavily dominated by morning rituals — white backgrounds, light wood, daylight, breakfast tables, and health cues. Yogurt was framed almost exclusively as something you eat in the morning. Arla Ihana challenged that convention. Ihana was positioned as a treat-like yogurt — something for the afternoon or evening, closer to a snack or small indulgence than a breakfast staple. The objective was therefore to visually reposition yogurt from “morning fuel” to “later-day pleasure.” Instead of light, airy visuals and natural daylight, the design explores what yogurt could look like when it belongs to the evening rather than the morning. This led to a visual universe inspired by night-time atmospheres rather than breakfast tables. The campaign was built around dark backgrounds illuminated by neon color. The deep, dark base signals evening and contrasts strongly with the traditional yogurt category, while the neon tones introduce a sense of indulgence, energy, and desire. The light feels artificial and urban — closer to city lights than sunlight — reinforcing the idea that Ihana is something you choose intentionally, not something you consume out of routine.