Moer is a farmer-owned oat drink sold in 400 Dutch supermarkets. It was losing shelf space to brands with bigger budgets and louder packs.

Shoppers read oat-drink packs to check what's in them. Moer had the shortest list on the shelf and hid it on the back.

Put the ingredient list on the front, in big type. The carton says what's inside and nothing else. Each variant gets one flat colour from the field it comes from.

Four cartons, a billboard campaign that is literally the ingredient list, and a shelf wobbler that says 'That's the whole list'.

Shelf space held in all 400 stores, and Moer Barista went into 120 cafés within six months.