Branding Intervet SA in 1997
In 1997 during the SAPA congress our company re-branded the range of Poultry vaccines to a more modern look and feel called the Nobilis range of poultry vaccines. This was done after a bumper year in 1996 with poultry vaccines playing a dominant part of the overall growth of the company.
How did it change?
The change was not life altering but rather a refining of existing logo and corporate branding sending a new message and relevant brand promise:
Existing brand looked like this:
What did you do to launch the new brand?
We used the South African Poultry conference as a launch pad to introduce the new branding. The venue at which the congress was held, was a very dark place so we met up with a team of professional exhibition designers and designed a stand where we could make full use of the dark interior which this venue provided. Light boxes and special lighting with a stand which stood out higher than the average, allowed our exhibit to stand out above the rest. We also ran a lucky draw for an Intervet gift basket at the stand to draw more farm managers, their wifes and other industry players into our stand and create a little bit of fun at the event. Coupled with the launch of the new brand, we changed our brochures to have a more Q & A approach rather than just provide product information. This was quite a successful branding launch.
The branding was done to better communicate a more relevant brand promise. The new look provided a more elegant message as the older strict scientific look and feel. The Nobilis range of vaccines were also issued with new packaging and color coded tops to assist farm workers that could not read and write to know which day which vaccine should be given, thus ensuring that vaccination schedules were kept thus preventing disease.