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This episode dives deep into how a major global brand (Barilla) reimagined Back to Nature with a bold rebrand strategy anchored in nostalgia, joy, and simple ingredients. Hear why shifting from a plant‑based tagline to a "Better‑For‑You Remix of Classics" helped unlock broader consumer appeal, fortified by skinnier SKU range and sharp creative decisions.
🔍 Key Highlights:
- Research-driven decision to ditch front‑pack “plant‑based” in favor of taste-first appeal.
- Bold creative overhaul: retro‑60s packaging, high brand recognition risk managed.
- Category insights:
- Cookies: flavor, new formats fuel impulse purchases.
- Crackers: better‑for‑you, snackable formats are gaining share.
- Marketing strategy: OTT launch, digital/social, plus in‑store velocity tracking.
- Brand building lessons: leverage heritage, memory structures, stay distinctive (per Byron Sharp).
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Timestamps:
00:00 – Why Back to Nature Needed a Total Rebrand
02:55 – Barilla’s Acquisition and Strategic Goals
06:10 – Andrea’s CPG Background and Role in the Brand Relaunch
10:45 – Why “Plant-Based” Was Hurting the Brand
14:30 – Unlocking a Distinct Brand Identity with Joy and Nostalgia
18:00 – Managing Risk and Shelf Recognition in a Full Redesign
21:20 – Balancing Better-for-You Messaging and Simplicity
23:50 – The Role of OTT and Digital in Brand Awareness
26:15 – Staying Focused vs. Chasing Trends at Expo West
30:00 – The Evolving Role of Ecommerce and Amazon
32:10 – Lessons in Bold Branding and Distinctiveness from Byron Sharp
Hashtags:
#DTCmarketing
#CPGbranding
#RetailRebrand
#FoodMarketing
#BrandStrategy
#ConsumerInsights
#PackagedGoods
#MarketingLeadership
#BrandPositioning
#EcommerceStrategy
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