Guy Milette from Courchesne Larose (Canada, Montréal) and Jean-Baptiste Pinel from Prim'Land both happy
After 35 years, Oscar® has been a recognized brand in over 35 countries, but now it is time to launch a new logo and new tagline: “Be Kiwi, Be Happy”. The new logo will brand the same Oscar® kiwi on new packaging styles.The new logo with the fruit-bearing kiwi vines takes into account the company’s origin in the “producers” and its “cooperative” approach. The new stickers are larger, and the size of the OSCAR letters now allows for greater legibility and recognition of the Oscar® kiwi on the shelves. The colour red has been kept, for logical consistency as the company moves rapidly into the Asian market, where red is the colour of happiness. To ensure a broad range effect, the new boxes will be changed based on their origins and target markets. When stacked they have the form of a smile.
The theme ”Be kiwi, Be Happy" has already been rolled out during meetings with journalists and bloggers, on "cooking shows" held recently in Taipei and Shanghai. “With this new tagline that everyone can understand, we aim to emphasize a global corporate approach (already begun with ISO 9001 certification) that will make us stand out and allow each of our key stakeholders to work towards our clients’ satisfaction.”, said Jean Baptiste Pinel, CEO of Primland. When Jean Baptiste refers to happy stakeholders he aims at producers, suppliers, staff, clients and ultimately consumers.
"To support this change of visual identity, we have launched a communications campaign. To start with, there is a film aiming to explain the concept to our direct contacts (distributor, importer and consumer clients),” explains François Lafitte, President of Primland.
“We will continue to make every effort to ensure that consumers who buy an Oscar kiwi understand that they are also buying the values that our brand holds, "values" that go far beyond the nutritional and energy values of a kiwi,” concludes Jean Baptiste Pinel.
Primland
Primland has been able to position itself on all continents including Asia, Oceania, and America. Exports account for 57% of total sales. For more than 15 years, Primland has operated a subsidiary in Chile, which has allowed it to complete its supply activity in the off-season. For over 10 years, PRIMLAND has worked with a cooperatives’ union, bringing together multiple operators in the various French produce pools.
For more information:
Jean Baptist Pinel
Primland
Jean-baptiste.Pinel@primland.fr
www.oscar.eu