Step 1: Review the Brand Strategy, refine the Brand Vision & Architecture (BVA), and revamp the brand DNA.

“By conducting extensive research, together with HMT we assessed the different product propositions and nutritional drivers of each of the Juice and Dairy categories, revalidated consumer needs, and reviewed recent consumption trends. This led us to develop the strategic direction for how our two brands, Chivita and Hollandia, could deliver better value to Nigerian consumers.”

Step 2: Create a Masterbrand Strategy for each brand.

“We then reviewed our existing brand structure and established a Masterbrand Strategy for Chivita and Hollandia together with HMT’s strategy team. Next, we developed a new Brand Vision and Architecture (BVA) and defined new DNA structures which brought to life the Brand Essence of each of the 2 brands in a fresh, new, and appealing way. We carved out a new niche for our 2 brands, while maintaining to category truths.”

Step 4: Construct a Visual Identity System (VIS) that communicates the new Masterbrand strategy for Chivita and Hollandia.

“The HMT creative team’s task was to develop a new Visual Identity System (VIS) that communicates the essence of each of the Chivita and Hollandia brands and re-enforces their leadership position in the respective categories in which they play. 

First, we reviewed and refined the brand logo and brand design guidelines for the two new masterbrands. Then, we developed a new VIS structure for the masterbrand and each product pillar. And then we defined a packaging design structure to guide product and packaging development for all future innovation projects.

The newly launched packaging designs for both brands reveal the new masterbrand direction for each brand portfolio, communicate the refreshed brand DNA, re-enforce the category leadership positions of each brand, establish strong presence on-shelf, and communicate the brand & product benefits in a way that creates unparalleled stand out in each category.”

Step 5: Create a new Masterbrand Communication Structure for all Consumer and Shopper connection points.

“With a refreshed new look for the Chivita and Hollandia brands, it was imperative that we translated our new Brand Strategy and BVA into a communication strategy that strongly communicates the new masterbrand proposition and re-enforces emotional connection with consumers. It was important to develop a clear brand communication direction for the short, medium, and long term. 

For the short term, communicating the new brand look was essential. For one, we needed to reassure consumers that their favourite Chivita and Hollandia brands “now wore a new look”, and we had not made any changes to the taste or quality that our brands are well known for. 

Next, was to define an overarching message that all brand communication will stand on for the next few years. We developed “Everyone Has A Chivita” for Chivita, and “Stay Ahead with Dairy Power” for Hollandia. We then developed consumer and shopper communication along these guidelines to bring the masterbrand strategy to life across various connection points in a full 360^o IMC Communication.”

Step 7: The launch and the results.

“After several months of hard work, we finally launched our two master brand portfolios with new packaging designs to trade from March 2023 and announced the new changes to our consumers, trade partners, and other stakeholders. I daresay, the feedback from everyone has been tremendous!!!

Our packs now stand out exceptionally well on shelves in store and across various channels. We’ve expanded our shelf presence in many channels, and we’ve grown distribution of our products across the country. With execution of a number of marketing and sales initiatives across various connection points, we delivered our 2023 business targets and achieved strong double-digit growth of all key business metrics!”