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Unilever
Seeking to leverage the strong brand equity of its Bertolli olive
oil product line, Unilever initiated a program to grow Bertolli into
a master brand which would allow product, in addition to olive oil,
to occupy the same online environment.
Corporate Voice defined the new Bertolli, creating the positioning
tagline “Simple Abundance”. The online environment developed
by Corporate Voice resulted in a Website which offers value, fosters
consumer loyalty and benefits from Bertolli’s long history.
The Website’s launch represented Bertolli’s first communications
initiative to combine the diverse nature of its expanding Bertolli
product line. With the merging of multiple Unilever product lines
on the Website, Corporate Voice had developed the footprint for
the positioning requirements for the entire Bertolli brand.
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