Client: Alpro soya
Alpro soya, the number one soya brand in the UK, has announced a major relaunch of the brand backed by the categories biggest ever marketing campaign.
The relaunch has been designed to help demonstrate the universal appeal of soya based products by engaging with consumers in an emotional and relevant way.
“We have spoken about soya becoming an increasingly mainstream consumer choice in recent years and it is now very clearly true,” said Alpro commercial director John Allaway.
“The time is right to relaunch Alpro with the kind of strong, clear, consistent positioning and the weight of marketing support which will ensure it is recognised by mainstream consumers and, what’s more, appeals to them.”
He added, “It is lively, upbeat and the best ad campaign we have ever produced and we expect it to be the most effective. But that is just the start. The ads reflect a comprehensive makeover for the whole of the brand and the way it will start to do things in 2010.”
A major element of the relaunch is a new creative approach to advertising with TV and print ads which present Alpro in a far more emotionally engaging and relevant way to consumers.
The first executions present Alpro as “recommended by kids for active grown-ups” and illustrate the benefit of sustained natural vitality in a highly engaging way. Targeting older women, the campaign highlights the bean goodness of natural soya in a way which demonstrates universal appeal and relevance to 21st century lifestyles.
The TV advertising is being backed by press adverts appearing in national press and consumer magazine titles in January and February 2010.
As well as TV, with a heavyweight multi channel schedule planned for January and beyond, and press and TV sponsorship, Alpro is also enjoying a complete redesign of all its packs during the first half of 2010.
Reflecting the development of the brand, the new packs present a more mainstream, fresh, modern and accessible look to the consumer and feature the new Alpro logo, which highlights the importance of the soya bean to the brand.
New advertising and new packaging will be complemented right across the marketing mix, with an integrated campaign which will include PR, direct marketing, online activity, in-store promotions and a sampling/roadshow programme.
“All of these activities will reflect our new creative approach and brand identity,” added Allaway.
“It amounts to the largest and most comprehensive campaign the sector has ever seen and will undoubtedly boost the soya category in the years to come.”