Migrating to a Master Brand
Bertolli
As part of a larger plan to consolidate its portfolio to a master
brand strategy, Unilever needed a Bertolli website that achieved several
goals. First, to fold the Five Brothers Pasta Sauce brand into Bertolli, and to
extend the Bertolli brand, traditionally known for its premium olive oil, into
the frozen entrée category. A beautiful, animated website was developed
that interconnected the brand products by focusing on the concept of
authenticity. By creating an organic ‘window’ on the Italian countryside, and
developing the tagline ‘Simple Abundance’, a website brand positioning lead
the way in reframing the brand from ‘product specific’ to ‘character and
promise’.