Raisio

Oaten Your Heart

SE Studio led the Finnish launch campaign for Benecol OAT, Raisio's new plant-based product range combining heart-health benefits with environmental sustainability. The work spanned packaging design across three formats, a balanced and humanised TV campaign using CG visuals, and Digital Out of Home advertising across Helsinki including Central Railway Station — a simple, distinctive execution to help Benecol OAT stand out in a crowded plant-based market.

Assorted Benecol OAT oat-based product cups and multipack boxes in flavors including Mango, Strawberry (Mansikka), Raspberry-Blueberry (Vadelma Mustikka), and plain (Maustamaton), arranged on a teal background.
JCDecaux digital kiosk in a train station displaying a Benecol Oat advertisement with strawberries, raspberries, blueberries, and mangoes on a teal background, with commuters passing by.
Three teal Benecol OAT Kauragurtti containers stacked on a dark blue background, showing Mango, Maustamaton (plain), and Mustikka (blueberry) flavors, all vegan.

To stand out, we designed graphics for three packaging formats using Benecol's teal color and fresh photography, emphasizing taste and healthiness.

The distinction between each taste variant also couples as the primary design element in packaging. Aimed to be simple yet effective, distinguishing Benecol OAT in the crowded plant-based market.

Breakfast spread with a cup of tea, orange juice, a Benecol Blueberry Oat container, a berry smoothie bowl topped with raspberries and blueberries, and a plate with a bread roll, kiwi, and orange slices.

The TV campaign humanized the health benefits by showcasing balance in everyday life, using CG visuals and actor tracking for precise delivery.

Additionally, Digital Out of Home ads were displayed across Helsinki, including at the Central Railway Station, to spread awareness effectively.

Benecol OAT plant-based shot products in teal packaging, showing three flavour varieties: Raspberry & Blueberry (Vadelma Mustikka), Strawberry (Mansikka), and Mango, arranged on a turquoise background.
Two Benecol OAT products in teal packaging on a linen cloth: Mustikka (blueberry) Kauragurtti yogurt and Mango Kaurashot, surrounded by scattered oats, a bowl, mug, and glass of orange juice.