BOOSTING THE BRAND Herbapol Lublin SA, a Polish manufacturer of fruit and herbal teas, grocery fruit syrups and pharmaceutical herbal products, is introducing a new brand strategy. The PR message, ‘Yours by nature’, was launched at the end of 2012, and even in the first months of 2013, consumers are already seeing major changes in the brand image: a brand with over 60 years of tradition. Piotr Sadowski reports for Industry Europe.
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he aim of Herbapol’s new marketing strategy is to add a more universal emotional element to the brand’s image, as well as to reach younger consumers. “We would like Herbapol to be a brand that is even ‘closer’ to people,” says Roman Górny, president of the board at Herbapol. “By ‘closer’ I mean, on the one hand, a metaphorical sense, creating warm emotions and evoking associations with good, lasting values. On the other hand I also mean ‘closer’ in a literal sense, by being always easily accessible, within reach, on a table or a kitchen shelf.” The key to the ‘Yours by nature’ marketing strategy is the concept of co-existence and similarity of two worlds: nature and mankind. Advertising messages will show people’s behaviour as reflecting natural phenomena. They will stress the most important values such as care, shared experience of the deepest emotions, respect, giving and receiv158 Industry Europe
ing the support of others. Herbapol wants to remind its customers that these values, despite changes taking place in the world, still remain the most important ones.
Ambitious strategy “From a marketing point of view, the fact that Herbapol is a widely known brand, respected for generations, evoking associations with nature and health, and recalling childhood memories, should be of great help,” explains Tadeusz Czarniecki, the company’s marketing director. “In reality, creating a brand new communication platform, which nurtures the traditional character of the brand, while at the same time helps to reach young consumers, living in a modern world, has been a significant challenge.” The representatives of San Markos PR Agency, which has been working on the concept of the ‘Yours by nature’ marketing
platform, explain that the format of cooperation with the company has in itself been unique. “The board of Herbapol has been very closely involved in the entire process,” says Karol Gajewski, managing director at San Markos. “Thanks to this we were able to capture those things which are important not only for the brand, but also for the people behind it. I believe that what we have jointly created will translate into a new perception of Herbapol, a brand which we not only respect, but also like. This brand deserves to regain its place in the limelight.” Herbapol will be introducing its new marketing strategy at many levels, starting with a ‘facelift’ of the logotype, change of packaging labels, through to a TV campaign and other marketing activities. Packaging will be changed in accordance with the second key area of the new strategy, the retro trend which uses folk designs from across the different regions of
