Unilever dresses up its calve dressings range with Russian brand relaunch

Brand development agency Anthem Worldwide, part of Schawk, Inc., have undertaken a major brand refresh for Unilever’s Russian dressings brand, Calvé, which encompasses four sub ranges: mayonnaise, ketchup, salad dressings and sauces. Anthem’s Dutch (Hilversum, NL) and UK offices have worked closely with Unilever to develop the positioning, identity, brand guidelines and packaging for the brand, which also informs Calvé’s communications strategy going forward.

The aim of the relaunch is to drive brand penetration, increase consumer loyalty and, ultimately, steal share from across the huge dressings market in Russia; the mayonnaise and ketchup sectors add up to over €1.5 billion, making Russia the largest market in the world.

The new positioning for the brand centres around its international flair and premium quality, offering fresh ideas and inspiration from around the world for daily meals. This reflects Calvé’s status as a leading international dressings brand, with a large portfolio of more than 20 brand variants. The new identity creates an overall look and feel for the ‘umbrella’ brand while giving the four sub categories their own personality. This gives Calvé a stronger on-shelf presence while demonstrating the relevance of each range for different cooking needs.

The packaging features appealing photography on front of pack that highlights the brands Mediterranean heritage, tempting serving suggestions and the fresh, quality ingredients in the sauces. On the pack reverse, there are helpful and engaging cooking ideas to help consumers liven up their everyday meals. It aims to grab the attention of its target audience of urban mums with a modern lifestyle who are interested in natural products and love reputable brands.

Bas Smit, Brand Development Director – Spreads & Dressings – Russia, Ukraine & Belarus at Unilever, comments, “Anthem has used real insight to create a positioning and identity for Calvé which sums up what the brand stands for. With one glance consumers can see the product quality and get excited by what we can add to mealtime. This is a busy marketplace but we believe that the new-look Calvé really stands out from the crowd.”

Arthur Brandenburg van den Gronden, Strategy Director, at Anthem Worldwide, adds, “It has been great to work with Unilever on such an important strategic project which will see Calvé reaffirm its leadership status with a strong creative platform that works well, not only on packaging, but at every consumer touch-point.”

Whilst some of the new look Calvé variants have been on shelf for several weeks, the full launch of the range when all products are available in store across Russia is expected to be this week. The launch is being supported by a TV and digital media campaign commencing in 2012.

Source: Anthem Worldwide