“Spread the love.” – How a new verbal identity helped a once-famousmargarine brand become category-relevant again.Backstor...
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Spread the love, spread the margarine

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How changing a margarine brand's tone of voice helped it slide back into its rightful category.
Another case study from the writers at Verbal Identity.

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Spread the love, spread the margarine

  1. 1. “Spread the love.” – How a new verbal identity helped a once-famousmargarine brand become category-relevant again.Backstory SuccessA multi-national’s margarine brand had been The different verbal identities for the brandlosing market share since the mid-90s. Why? brought the new positioning to life and theAnd how could a new verbal identity help? Worldwide Board commissioned a brand rejuvenation.Insight What could it mean for your brand?From its launch in the 80s, the brand hadalways been positioned as a help for mums- We are inspired by the psychological theory ofin the kitchen. However, over time the mums’ Transactional Analysis. In any conversation, thepositioning had changed. They were no longer speaker and the listener subconsciously adoptdomestic short-order cooks; now they were different, hierarchical personas. Conflict occursexpected to be home-chefs. We realised that when the one party has taken up an unexpectedthe brand needed to start talking about itself in a position - think of the parent speaking down to away which reflected this shift. But how could we child who wants to be spoken to as an adult.persuade the Worldwide Board?Creative execution What personas have your consumer and brand subconsciously adopted?We rewrote the on-pack copy in the voice of 3 Are they in conflict? If so, how couldinstantly recognisable and very different chefs: a new verbal identity bring themJamie, Delia and Nigella. better into line?If you’d like to find out more about how Verbal Identity is using tone of voice, brand e: YoWesty@verbalidentity.co.uk / t: +44 (0) 20 8127 6265narrative and copy analytics to give brands an unfair advantage, please call Chris West. Find out much much more about verbal identity on Twitter: @verbid

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