Mmm: Making Noise in the Land of Skyr

In Iceland, yoghurt = Skyr. So how do you launch an Icelandic Greek yoghurt brand in a market already saturated with healthy dairy products — especially when your product doesn’t have a superior functional USP? It’s not higher in protein, lower in fat, or “better for you” in any measurable way. Instead of competing on nutrition, we competed on attention. A yoghurt you chose because you wanted it — not because you should. We created “MMM…” — an unapologetically bold and humorous brand designed to stand out in a category obsessed with health claims. From a loud, colourful visual universe to cheeky, slightly naughty communication (good luck reading that), MMM… broke with the predictable “clean and healthy” dairy aesthetic. It didn’t whisper benefits. It made people smile. It made them look twice. In a market ruled by Skyr, MMM… became the new naughty kid in class — impossible to ignore.