Agropur Underscores Cutting-Edge Packaging In Natrel Brand
After an extensive strategic reflection that took more than a year and cost millions of dollars, Agropur Cooperative is repositioning its Natrel milk brand with a focus on cutting-edge packaging and a multiplatform strategy.
After an extensive strategic reflection that took more than a year and cost millions of dollars, Agropur Cooperative is repositioning its Natrel milk brand with a focus on cutting-edge packaging and a multiplatform strategy. Quebec and Ontario consumers are now discovering a new premium brand image that is, more than ever, innovative, diverse and inspired by nature, expressing the qualities we can taste in everything Natrel does.
- Along with Natrel's new brand image, a new packaging system that will serve as an industry model for milk conservation and taste preservation is also being introduced:
- The sturdy new packaging has an ultrathin plastic lining that keeps it hermetically sealed and protects the edges, keeping the milk tasting fresh longer.
- Milk sold in bags is packaged in a new, more air-tight plastic film that preserves the milk's quality and full flavour.
The new brand image clearly reflects Natrel's roots in the word "natural": strikingly original graphic design and lifelike photos with a black background that suggests a Holstein cow's markings. The packaging makes the type of milk easier to identify, the fat content more visible and the Natrel brand more recognizable.
The introduction of Natrel's new image provides an opportunity to reinvent the brand's relationship with consumers by creating a multifunctional technological platform featuring rich, targeted content to help publicize the brand's unique, engaging, modern and authentic character. The Natrel website, the centrepiece of Division Natrel's online strategy, is intuitive and easy to navigate. Visitors can easily grab content and share it on social media. The site, which offers tips, recipes, contests, photos and videos, sets a new standard for brand content and digital innovation in the Canadian dairy industry.