Commodity branding
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GROUP 7 Blah Blah Blah
description
shows how to brand commoditied. example of brocolli. reference WARC.com
Transcript of Commodity branding
GROUP 7 Blah BlahBlah
Bolthouse farms: BroccoliBoring Poorly Prepared Sometimes bitter Strange Texture Punishment Food
Nutritional Values
ColorTextureShape
• Slow growth in consumption• Revitalize Broccoli by increasing social capital • Aimed to provide a lift for all fruits and vegetables and encourage people to eat more healthy
Veggie Tolerators#ForeverYoung 18-34 years
Ethnically diverse
Constantly seeking out the latest products
Heavily influenced by media
Prone to impulse purchases
More likely to share their worldview with others
Male
Increase Awareness: “hip” attributes Increase Consumption by 5 %
Bolthouse farms: BroccoliEveryone was talking about KaleBecame famous in shows like The Iron Chef, making it a cool, hip, desirable vegetable
Hijack kale's cultural momentum by creating a playful sibling rivalry to reignite broccoli
Reset the cultural conversation
Cognitive dissonance by eliminating people’s preconceived notion
Pick up fight with the popular Kale to help generate media interest
Reignite Broccoli pride
Print, Outdoor, POS, in-store sampling
Website for updates
Crowd-funding
