Agropur repositions Natrel milk brand

Agropur Cooperative is repositioning its Natrel milk brand with new packaging and a multiplatform strategy. The rebranding effort, which attempts to position Natrel as a more natural product, took a year-and-a-half and roughly $15 million to complete. “Natrel’s new image conveys a solid business vision based on innovation and the latest trends in product design,” […]

Agropur Cooperative is repositioning its Natrel milk brand with new packaging and a multiplatform strategy.

The rebranding effort, which attempts to position Natrel as a more natural product, took a year-and-a-half and roughly $15 million to complete.

“Natrel’s new image conveys a solid business vision based on innovation and the latest trends in product design,” said Caroline Losson, vice-president of marketing for Natrel, in a press release.

Quebec and Ontario consumers will be the first to see the rebranding campaign, with the Atlantic provinces and British Columbia getting the roll-out in a few weeks.

The company doesn’t have an agency of record. The rebranding and its campaign is a collaboration between the Natrel marketing team, Cohésion (responsible for brand diagnostics), LG2 and its affiliate LG2boutique (which oversaw communications and packaging, respectively), CloudRaker (overseeing digital and web) and DentsuBos (responsible for media).

“We believe that this comprehensive rebranding, backed by a sustained point-of-sale promotional support, will help differentiate Natrel from the competition and build on its strong leadership position in the Canadian dairy industry,” Losson says in a release.

“We are very satisfied with the result: distinctive packaging that is tougher than ever and highly functional for the consumer. Today, the Natrel brand fully reflects the quality of its products that are enjoying a strongly positive consumer response.”

The campaign will be presented on multiple platforms including four TV spots, print and transit ads. The new packaging is already presented on the company’s website. Agropur also revisited its digital strategy and website initiatives. “Expect to see a lot more over the next few months,” Losson says.

Brands Articles

Following Shoppers Drug Mart’s dive into fresh

The retailer is adding fresh food to its offering. Is it just what consumers ordered?

Twist Image named digital AOR for Treasury Wine Estates

The WPP agency wins after a three-month, North America-wide review

Sport Chek goes grassroots with Toronto Raptors anthem

The retailer hits the court for the start of basketball season

O.B. tampons challenges women to ‘Give us one period’

Campaign aims to educate non-users and break down barriers to usage

Red Lion named AOR for Tbooth

Account win follows competitive review involving five unnamed shops

BC Hydro celebrates ‘Offtober’ with new campaign

This marks the Crown corporation’s first effort from Taxi Vancouver

Lowe’s tests customer service bots in the U.S.

Equipped with 3D cameras, the bots can scan and identify items

Molson shifts Coors Light to Rethink

Agency becomes lead for strategy, creative development, digital and social

Loblaw launches click and collect service

New website lets shoppers order from 20,000 items