CHALLENGE
In an evolving market, an established brand faced an identity crisis.
Lallemand Animal Nutrition has witnessed tremendous growth over the last 20 years, establishing itself as worldwide leader in yeast and bacteria products for livestock producers. However, as its global portfolio grew, a brand identity challenge emerged. When Lallemand approached G&S to help reposition its silage inoculant portfolio – while simultaneously launching a new technology around the world – we helped to achieve these objectives with a unified brand architecture featuring a bold look and feel.
SOLUTION
We helped Lallemand take control of its product portfolio.
Following a deep global customer insights-gathering initiative, we partnered with Lallemand to create a new brand architecture, product portfolio and naming system, laying the foundation for future product introductions. We then created and executed a creative campaign that delivered a story at the global and local levels consistently, with confidence, and in an easily understandable way.
- Like elite athletes, dairy cows must perform a high level but, unlike their human counterparts, must do so on a daily basis. The campaign leveraged the concept of performance, which transcends cultures and regions, resonating with dairy farmers across the world.
- Pushing the boundaries visually, we showed animals in boldly-colored environments, with strong type, sharp copy, and subtle hints to athletic metaphors.
- Through a Global Communications Model, we empowered marketing teams to localize advertising and marketing materials, so that the brand “spoke” in a unified voice, with many unique accents.
The new brand identity is helping Lallemand change the game and re-focus customer conversations.
In less than 14 months, Lallemand consolidated multiple legacy brands and its product portfolio under a newly-created umbrella global brand: MAGNIVA Forage Inoculants.
The brand’s new look and feel is unique in the marketplace – and is creating excitement around the world.
The MAGNIVA brand is currently being launched in more than 20 countries, helping Lallemand demonstrate global market leadership.