Unilever is putting £5m (US$8.0m) into a marketing campaign to ensure that consumers know its Olivio spread is being pulled under the Bertolli banner. Given the similarity in product and brand values and consumers’ increasing desire for simplicity, the move is somewhat inevitable and should not upset existing Olivio consumers.
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The Olivio brand will be renamed Bertolli next month as part of Unilever’s attempt to boost the profile of the olive oil based range in the UK market. Launched in July 2001, the Bertolli range includes sauces, pesto and olive oils that are already used to make Olivio.
Recent marketing activity focussing on the Bertolli brand has heightened speculation that the Olivio brand was set to be phased out. Only in May, Unilever revamped the packaging of its Bertolli range in an attempt to emphasise its olive oil content and reflect an Italian lifestyle.
TV ads and posters, which go live from the beginning of September, play on the name change theme and feature sprightly elderly Italians and families associated with both brands. To add further substance to this informative campaign, new packaging will initially feature a sleeve bearing the Olivio logo, which when removed reveals a Bertolli branded pack. The company is also planning in-store Italian themed activity, while promotional booklets with money-off coupons and a competition to win a holiday to Italy will be attached to spread packs as well as other Bertolli products.
Unilever’s decision to rename Olivio forms part of its “path to growth” strategy to focus on its core brands, which entails reducing its portfolio from 1,600 to 400 core brands. Such an approach is likely to appeal to contemporary consumers as many become increasingly confused by the proliferation of range and category extensions witnessed in the last 10 years.
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By GlobalDataIn this particular case, the opportunity to consolidate its product offering seems highly appropriate as the Bertolli line uses olive oils that are already used to make Olivio. Furthermore, Olivio users already know and like the Bertolli brand and this means that Unilever should successfully avoid isolating Olivio’s existing loyal consumers.
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