Brand development agency Anthem Worldwide has undertaken a major brand refresh for Unilever's Russian dressings brand, Calve, which encompasses four sub ranges: mayonnaise, ketchup, salad dressings and sauces. Anthem's Dutch and UK offices have worked closely with Unilever to develop the positioning, identity, brand guidelines and packaging for the brand, which also informs Calve'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 EUR1.5 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 Calve'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 Calve 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.
"Anthem has used real insight to create a positioning and identity for Calve which sums up what the brand stands for," commented Bas Smit, Brand Development Director - Spreads & Dressings - Russia, Ukraine & Belarus at Unilever. "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 Calve really stands out from the crowd."