| Gujarat Co-op Milk Marketing Federation: Nutramul from Amul 2005 ReBrand 100: notable Order of information below: Before Image, Rebrand Images, Summary/Rebrand Strategy, Credits
Summary: Challenge - Nutramul lost out on its consumer base due to other dynamic players such as Boost, Complan, Horlicks and Bournvita. Its earlier position as a strength and energy provider was usurped by Boost. Though Nutramul was still remembered by its older consumer base, its imagery lacked the dynamism that the other players had. Strategy - DMA brought back the Karate Kid, a strong icon from Nutramul's earlier communication, which suggested strength and energy. An illustrated Karate kid was used with a bright powerful background. Result - This revamped dynamic look and overt rendering of strength and energy was extremely appealing to the kids and helped Nutramul to gain a lot of market share. Credits : Client : Gujarat Cooperative Milk Marketing Federation - www.amul.com Creative Firm : DMA Branding - www.dmabranding.com Creative Head : Jayal Shroff Creative Team Head : Kalpita Bose Senior Designer : Reshma Gorakshakar [back] |
