Igniting premium value in an invisible brand
The Challenge
Sime Darby Plantations (SDP) came to us to raise the profile of its premium quality oil and specialty fats offering. As a product range, the B2B offering dominated the ASEAN region and was set to gain traction in the global arena. Without consumers knowing, the range touches consumers’ lives everyday through their favourite snacks, confections, and fast food – an ingredient brand that was ever-present but invisible.
The Objective
Our objective was to help the brand gain recognition as a relevant and visible ingredient brand. We identified the opportunity to help SDP realise that its premium quality offering was creating value, but that by investing in the brand, they could take that value even further.
The Insight
Discovery was at the core of our strategy – we conducted an extensive customer, competitor and category audit, as well as a thought-provoking visioning workshop with the leadership team and key personnel, leaving no stone unturned and no data source untapped. It was a highly collaborative process as we sought to uncover a value proposition. Drawing on our insights, our findings revealed that the brand was alive with weakly defined propositions but not thriving.
Arming the brand with a renewed purpose to give businesses around the world the desired edge to always stay ahead, we brought to surface the brand’s underlying character – a high performance hero. With this in mind, we crafted a new name, Certio, which embodies the conviction of the brand promise, to command respect and assure with total peace of mind.
The new logo, which symbolises a trusted hallmark, and supergraphic system, which captures the superior quality and progressive nature of the brand, brings forth a lease of life. Additionally, we worked closely with the marketing and product innovation teams to rationalise and reorganise the brand architecture, dramatically streamlining the portfolio with a simple yet effective monolithic identity system.
For the soft launch held in conjunction with the annual Palm Oil Conference @ Shangri-La Kuala Lumpur, we announced the new identity with a game changing innovation showcase – presenting a technical industry in a new and inspiring light.
Through Certio, we have successfully enabled SDP with a renewed focus to market its premium offerings to a growing clientele.
