Clover Industries (CFR) has embarked on a rebranding initiative that entrenches the "Way Better" theme across its product line and throughout all of its operations, from the "All You Need" pay-off line that they used previously.
Clover executive: brand and marketing Chris Lerm said the company's listing on the JSE last year was the precursor to the "Way Better" programme and philosophy.
The first phase of the implementation has been internally focused, the consumer goods and beverages group said on Thursday, 6 October 2011.
The second and customer-centric phase will be a 360 degree above and below the line campaign that will introduce and entrench the "Way Better" message across SA.
Involving spending of around R30 million by June next year, the above the line campaign will include point of sale, packaging, magazines, outdoor and television commercials.
"We have already received extremely positive feedback on our Way Better positioning from our own people and the trade and we are confident that it will also resonate with our customers across the country," said Lerm. "This will include some packaging changes and minor changes to our logo, aimed at modernising our mother brand and giving our brands and product a new look and feel."
