Bertolli - How brand worlds become lucrative markets

Sarah Watson and Kathy Slack

Despite being best known for its margarine-based product, Bertolli, found it necessary to extend its product portfolio to remain competitive.
Agency: Bartle Bogle HegartyAuthors: Sarah Watson and Kathy Slack

Bertolli – How brand worlds become lucrative markets

INTRODUCTION

This is a story about how Bertolli evolved from a mass market healthy margarine brand into an Italian food expert.

It grew from a €100m brand operating within a €489m market to a €172m brand operating within an €10bn market, all because it realised that its greatest asset was the world its advertising had built in people's heads.

It broke the 'immutable' marketing rule stating that robust portfolios are built by taking a brand's core product competence into...

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