Olivio

For a successful European launch Olivio needed advertising that created emotional distinctiveness for the brand.
  

Olivio

Brand Name: Olivio Product Type or Description: Reduced-fat spreadCategory for this Entry: Launch of new products or servicesCampaign: Olivio

MARKETING SITUATION

In 1991 Van den Bergh gave a UK launch to Olivio, a reduced-fat spread made with olive oil. The intention was, if the brand proved successful, to roll it out across Europe. However, Olivio had a difficult early childhood in the UK, because soon after its introduction a number of major retailers launched their own label olive oil spreads. These offerings were 20% cheaper and immediately took sector leadership,...

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