S-Group has had its own brand called Rainbow since 1967. It has been the largest series of S-Group's private labels, totaling 1500 products.

Rainbow has generally been perceived as a budget brand that does not represent the highest quality. Now, S-Group has made the decision to completely replace Rainbow with the Coop brand, which is already familiar in other Nordic countries.

The goal was to improve the quality image of S-Group's own brands.

Even Rainbow has had its own fans, so the success of Coop's launch is crucial for S-Group.

This is a massive effort: approximately 1500 products are being replaced in all S-Group stores. This has been happening gradually. The replacement of products began in early 2023 and is still ongoing. Now, about 90% of the products have been replaced, and the media launch began on April 10, 2024.

An Italian nonna cooks cheerfully in a rustic Tuscan countryside kitchen. It turns out that inside her is actually a thrifty and rational German, who tells the audience directly: "I use products from Coop because they are good, high-quality and affordable.”

Payoff: Cook like an Italian. Spend like a German.

As noted, the media launch didn't start until April 10, 2024, so the final results are not yet known.

However, Coop products have indeed been appearing on the shelves of S-Group stores throughout the year 2023, and their visibility has been strengthened through in-store marketing. Additionally, press releases were sent to the media on November 16, 2023. The campaign was well received across all major media outlets in Finland.

Thanks to these measures, Coop's spontaneous awareness has already increased from about 20 percent to approximately 55 percent before the media launch. The products have also been selling better than Rainbow, which they replaced.