MONTREAL, Oct. 11, 2012 /CNW Telbec/ - For the country's most important grocery product launch, Ultima Foods mandated Cohesion Strategies to drive the multi-discipline process of planning and positioning the brand portfolio, as well as the naming of its new range of yogurts.
In a highly competitive market and a product category dominated by well-established brands, Ultima Foods was looking to launch a complete range of yogurts. The window for the launch was short and planning had to be completed in record time.
Cohesion articulated the project around a rapid innovation process which interpersed consumer reaction with creative planning. The team included members of the Ultima marketing and innovation unit, agencies, research house and the Cohesion team. "The multi-disciplined approach and active participation of client teams is at the heart of the Cohesion planning process. Today, brands must be more open and planning needs to be reinvented in order to become more connected, more engaged and more insightful" said Cristiane Bourbonnais, founder president of Cohesion Strategies.
Cohesion directed the planning process for the positioning and articulation of the brand's central promise. It assembled a team responsible for name creation and brand architecture. "iögo stood out as a name, at once playful, simple, distinctive and evocative. The name's spelling infuses a distinct personality and inspired the creative teams at Ideograma and DentsuBos" added Ms. Bourbonnais.
"Within the yogurt universe, product portfolios are traditionally presented as individual brands, endorsed by the company. We had the chance to launch a range under a single master brand and to instill in it values and a promise which act as a symbol of quality and commitment, thereby assuring the brand immediate stature and impact. I congratulate the work of Cohesion in developing the iögo name and brand architecture," said Ms. Lucie Rémillard, Vice President Marketing, Ultima Foods.
About the iögo marketing campaign
Ultima Foods is investing $70 million in the creation, development, marketing and production of the new product line iögo. To support the launch, the marketing team called on long-established as well as new partners, as follows (in alphabetic order) : Ad hoc research, Bo Branding & Design, CASACOM, Cohesion Strategies, CRI agency, DentsuBos, Denise Hobbs Marketing, Fasken Martineau, Gestev, Ideograma Identity, Legault Joly Thiffault, KPMG SECOR, PMC, Ressac and Uranium Interactive.
About Cohesion Strategies
Cohesion is Quebec's premier consulting firm specializing in 360º brand strategies. Cohesion places the brand strategy at the service of the business strategy and focuses on value creation. It strives for living brands, propelled by the dynamism and enthusiasm of the internal teams. Since its foundation, Cohesion has worked in association with Quebec's major companies in their process of brand diagnostic and planning. Cohesion has created brands for Saputo and Hydro-Québec as well as being responsible for repositioning the STM (Montreal Transit Commission), TC • Transcontinental, the McCord Museum, Pratt & Whitney Canada. Currently, Cohesion is working with the management team at Radio-Canada, Ivanhoe Cambridge and the Bombardier Foundation, amongst others.
SOURCE: Cohesion Strategies
For further information:
Access to the visuals: http://wtrns.fr/ScC9zwro3x2HnK0
Planning, brand architecture and naming: Cohesion Strategies - cohesion.ca
Visual identity: Ideograma - ideograma.ca
Packaging execution: Bo Branding & Design - bobranding.com
Communications campaign: DentsuBos - bos.ca
Research: Ad hoc recherche - adhoc-recherche.com
Information and media requests:
Cristiane Bourbonnais 514-847-1302 ext. 223 [email protected]