The Challenge
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, thebox 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.
The Idea
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. thebox crew 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.
The Solution
thebox 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.
thebox 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.
We were thrilled to be recognised internationally in 2015, receiving a GOLD Summit Creative Award for Vasse Virgin’s online store.
Since then, we’ve continued to work with Vasse Virgin to assist them with their growth. Most recently, we’ve been developing a host of growth strategies and the implementation of a CRM system to offer a more personalised suite of communications. We’ve also created a comprehensive loyalty program and manage the technical improvements on their website.
The Award
thebox were awarded a GOLD Summit Creative 2015 International Award for the Vasse Virgin Online Store – eCommerce Website. The Summit Creative Awards recognise organisations internationally who excel in marketing initiatives.
What We’ve Done
- Strategic Planning
- Brand Development
- Corporate Style
- Design
- Printing
- Merchandise
- Collateral
- Packaging
- Photography
- Video Production
- Animation
- Television
- Media Planning & Buying
- Copywriting
- eNewsletter
- Website
- Growth Planning
- CRM Implementation
- Growth Retainer