The company “Nutiva” did a re-branding campaign the beginning of 2014 for its product line with new labels. Nutiva is the world’s leading brand of all-organic hemp foods, coconut oil, red palm oil and chia seeds. Their logo is: “Nourishing People and Planets. Revolutionizing the way the world eats”. They are a values-driven brand, dedicated to providing nourishing food and supplements. The beginning of this year, they launched a clean simple new look to the labels of their products which hadn’t had a packaging change in 15 years. Their inspiration for the change was to look as fresh, healthy and vital on the outside of the package as what they have inside. The labels are simple, clean, modern looking white background with watercolor inspired designs of the plant product that is inside. The website article found at Nutiva.com was my choice for this assignment.
This re-branding idea is very important in successful advertising to help rejuvenate a product. Nutiva’s original labels were very every day common blending in with its competition. The fresh look will attract new consumers that may be buying other similar products. Media campaigns with the new look that were launched by Nutiva are part of the marketing mix to help this product sell. The internet marketing and advertising Nutiva has done with the “new” look are the campaign mix that the DeVry course in “Advertising and Public Relations” is teaching. Nutiva wants to keep its brand image consistent and also have it relate with a consistent image of their wholesome ideal of nourishing people and revolutionizing the way people eat. To keep this image they created a very sleek contemporary clean fresh look which people relate as healthy and wholesome. The new look that its marketing is meant to attract the “health” conscious consumer target market and the target market of those who are the “green eco friendly”