This Once-Per-Century Rebranding Is a Case Study In Marketin…

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I tell my NYU integrated marketing class this all the time: every product and every brand can have an emotional benefit. It’s the emotional benefit that turns that product into a brand, and gives it a meaningful place in people’s lives.

An emotional benefit should be a fundamental basis of any marketing program and Driscoll’s new campaign for its line of fresh berries (available in grocery stores) proves my point.

The folks at Driscoll’s have been entrepreneurs for decades, and in fact they’ve just given the brand its first international makeover in over one hundred years. Probably too long to wait between brand refreshes, but this one is a good one nevertheless as it consistently ties the brand’s new identity around the world for the first time.

Related: 5 Signs It’s Time to Rebrand Your Company

At the heart of the new look and the new campaign is the emotional benefit that only the brand Driscoll’s can provide in the berry category … pure joy. Every Driscoll’s berry is like a little bit of happiness, no matter the berry. Strawberries, blueberries, raspberries, blackberries. You get the point.

Crafting the new campaign was no small feat. It’s not easy to find emotions in mixed berries, but Driscoll’s has done it. Let’s break it down. The brand started with data, good data on how people feel about berries.

The brand then used that data as a basis to start to flesh out the creative for the campaign, leveraging the fact that consumers find berries to be the most fun of all fresh fruits. Makes sense, actually.

Related: What Prince Can Teach All Companies About Rebranding

Yes, berries bring much more joy that it’s fellow store mates … more joy than bananas or apples or pears. Pure joy.