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Project Requirements

Brand Positioning
Brand Language
Market Audit Brand
Identity Packaging Identity
Brand Guidelines Implementation
Brand Communication

Kerrygold has extended their global reach with the launch of their milk range onto the Chinese market.

It has been a bold and ambitious project. To date their worldwide success has been built on an inherent global emotional connection with Ireland, a well established understanding by consumers in main markets of what Ireland stands for. Its rich green island landscape, its friendliness, warmth and open personality are all well established, making the job of the marketer substantially less complicated. On the other hand the Chinese market is dramtically different. Chinese consumers have no such affinity with Ireland and for the most part, couldn’t point to it on a map. Furthermore, dairy is very much extrinsic to the traditional Chinese diet creating a further layer of complication. There was also the complexity presented by language, translation and interpretation to consider. The strongest concept features a prominent graphic symbol that anchors the branding, giving loads of oomph on the shelf and supported with a vibrant colour palette.

 

Intelligence through research

From initial briefing we worked very closely with the Kerrygold Chinese marketing team doing extensive consumer research. Getting inside the minds of the Chinese consumer and understanding their motivational drivers was fascinating. Research sessions unearthed nuggets of vital insights and information that formed the basis for Kerrygold positioning. Some of the key triggers that we identified that really connect with consumers surround purity, trust and origin. A growing appetite for western foods has opened the way for dairy to become an acceptable and desirable addition to their diet. The collective psyche surrounding the one child rule is a huge social motivator and influences directly upon purchasing behavior. Crafting and prioritising communication to take account of these factors was a central part of the project. We established an Irish origin, geographically placed it, crafted Ireland’s relevance in terms of purity and trust in a Chinese context. Harnessing the consumer movement toward western food and their focus on the child, we crafted the consumer messaging around milk, its benefits and role for childhood development. The strongest concept features a prominent graphic symbol that anchors the branding, giving loads of oomph on the shelf and supported with a vibrant colour palette.

A ‘Keeping it Local’ preference relevant in most major markets is turned on its head in China, where there is a strong appeal for imports. Inherent sceptism around their own safety records is a big purchasing driver.

The final brand and packaging design while on the surface appears as a simple adaptation of Kerrygold, the journey to get there was fascinating and certainly anything but simple. It depicts Ireland as the Emerald Isle with commissioned landscape illustration. Messaging hierarchy is very carefully crafted while keeping it simple. The brand identity draws on thousands of hours of research time, insight and understanding through our Brand Thinking™ process. In addition to the main pack design, we also created a unique gifting multi-pack. While a strange concept to gift milk cartons for western markets, in China this has great appeal with grandparents being one of the biggest purchasers. The brand is also equipped with a visual brand library to extend the brands communications beyond packaging with consistency and simplicity. Kerrygolds new UHT milk is bold and ambitious. With Minister Coveney on had at the initial launch there is great optimism for the opportunities for Kerrygold in this very lucrative market.

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Getting inside the minds of the
Chinese consumer and understanding their
motivational drivers was fascinating.
 

2 MOUNT STREET UPPER, DUBLIN 2, IRELAND

© VARD, 2016