The implementation of a marketing audit which would recommend action for growth, was identified as a requirement for Vasse Virgin’s repositioning in the market. On completion of this audit, Jack in the box was commissioned to implement the various recommendations.
These included, the development of a promotional strategy; the repositioning of product packaging; adjustments of brand and corporate style to reflect a more appropriate position in the market; the development of new marketing collateral to include brochure, banner and product range brochure; and the development of a new range of packaging and labelling.
A brand which does not correctly position itself can spell disaster to an organisation. Vasse Virgin had entered a high end market and while this market presence had evolved, their brand was centred to the middle market where its antecedence lay. Commencing as a soap company it was now considered as a beauty product and this demanded change. Jack in the box personnel were reluctant to modify or redevelop the iconic nature of the brand’s form and shape instead opting to tweak the brand before embarking on the corporate styling to take care of the job of repositioning.
Jack in the box designed the evolution of the total brand while developing and implementing a complete range of packaging and marketing collateral including, brochures, banners and product range brochures. All products were photographed and a new website built with full eCommerce capabilities. A sophisticated site with a huge product variance.
The full range of packaging continues to roll out as new products come to market and Vasse Virgin’s growing food range continues to evolve.
Jack in the box also produced a twelve and a half minute video for Vasse Virgin in 2014, documenting the soap making process. The production is played on loop in both Margaret River locations.
The Last Word
The new packaging was implemented and the repositioning has been underway with changes to the Vasse Virgin building and an enlarged area for gourmet products. The further addition of a concept store at Yahava in Margaret River has meant further growth and product lines continuing to grow as there is increased demand for Vasse Virgin’s offerings. Awards and success has followed for one of the South West’s most successful companies.
Jack in the box received a GOLD Summit Creative International Award for Vasse Virgin’s Online Store – eCommerce Website
What We’ve Done
- Strategic Planning
- Brand Tweak
- Packaging & Labeling
- eNewsletters Template
- TV Commercials
- Press Advertisements
- Media Schedule & Buying
- Promotional Video