Vitalite pushes dairy free credentials in rebrand

Vitalite has introduced a new brand identity and packaging design as the sunflower spread looks to shout about it’s dairy free credentials as consumers continue to avoid dairy. 

The brand tasked BrandOpus to reposition the spread, which was most famous for its advertising campaign featuring dancing sunflowers singing a parody of Desmond Dekker’s ‘Israelites’, as a credible dairy free brand.

Vitalite’s sunshine symbol forms the heart of the identity but the agency moved the design away from the cartoon-like character and elevated the brand’s dairy free proposition as a natural and positive lifestyle choice.

“The dairy free market has seen huge expansion over recent years in categories such as milk alternatives, but this growth has yet to be fully unlocked within the Butters & Spreads category” says Neil Stewart, marketing manager , Dairy Crest. “It’s important for us to stand out among our competitors as being a genuinely positive alternative to dairy, and we believe the identity BrandOpus has created will make consumers all the more encouraged about choosing Vitalite.”

Vitalite has also recently revamped its recipe to show that as dairy free option consumers don’t have to compromise on taste.

Paul Taylor, exec creative director, BrandOpus said: “All the attributes are there for Vitalite to position itself as the positive choice for the dairy free audience. The new brand identity and pack design is intended to give the consumer a choice that doesn’t look and feel like a negative compromise.”

 

Source: http://www.thedrum.com/news/2016/03/15/vitalite-pushes-dairy-free-credentials-rebrand (15 MARCH 2016 | BY NATALIE MORTIMER)
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