True has rolled out a full brand refresh for Wedderspoon Mānuka Honey in the US market.
The refresh includes a brand platform, a launch campaign, a communications brand guide and content for Amazon and the web.
Wedderspoon is one of New Zealand’s original Mānuka Honey brands. The team at Thoughtfull conducted deep consumer research to create an evolution of Wedderspoon’s brand architecture, identity and packaging.
True was tasked with creating a joyful brand platform and comms strategy to match. The aim was to shift category perceptions from medicinal necessity to a bright, tasty, daily ritual.
Pure liquid sunshine
Crafted to celebrate the unique role New Zealand’s natural environment plays in Wedderspoon’s honey, the new platform – Mānuka Powered by Sunshine – reframes Mānuka as warm and energetic, says True.
Ashleigh Prince, True’s group business director, says: “When every brand in the Mānuka category offers essentially the same product, audiences default to price over loyalty. Mānuka Powered by Sunshine captures the unique role New Zealand’s sun plays in Wedderspoon’s Mānuka Honey and shifting perceptions from medicinal necessity to everyday joy.”
True also introduced the new brand with a social teaser campaign, giving it a more playful look and tone of voice.
Bring back the brightness, energy and warmth
Wedderspoon’s associate brand manager Maddie Barlett says: “For years, Wedderspoon has been in a busy category that often blends together, but one where Wedderspoon should shine brighter.
“Mānuka Powered by Sunshine brings the brightness, energy and warmth of Wedderspoon honey back to the shelf, and back to the category. We are proud to shift the narrative from function alone to creating everyday moments of joy”
To bring the work to life, True collaborated with Studio24 on web design and with Joy Productions to capture bees and beekeepers in action.
The post True launches brand refresh for Wedderspoon Mānuka Honey appeared first on stoppress.co.nz.
Discussion about this post