Integrating the Brand Worldwide
In Korea, new branding and messaging are covered through six major media outlets generating seven unique articles. Highlighting the premium nature of California Prunes and the benefits delivered through the tag line. Total reach was 2,215,000 impressions. California Prune Board Korea also arranged interviews with Executive Director, Donn Zea and two additional interviews to be published in early July.
California Prune Board (CPB) China worked with 10 leading media outlets to publicize the news on launching the new logo on May 27, 2019. Impressions achieved totaled: 23,290,500. The new logo has also been utilized on social media platforms, i.e. Weibo and WeChat, and on the CPB China official website. Meanwhile, it had also been incorporated into all PR and advertising activities, including all POS materials.
California Prune Board Japan’s press release targeting both trade and consumer media outlets has so far achieved 30 online media coverage of the new brand launch. The trade welcomed the official brand launch, and three trade members have already applied for the new logo to be used on packaging, while another two members started negotiating with retailers to promote California Prunes by using POS materials carrying the new logo. PR activities in Japan have so far resulted in 280,000 copies of a free recipe booklet carrying the new logo being distributed at bookstores and supermarkets, and over 13,000 American football fans saw the logo on screen in Tokyo Dome Stadium during the East Japan Championship Game.
In the EU, new branding has provided the perfect opportunity to re-energize the California Prunes brand, emphasizing the premium positioning with the trade and reminding them of the health benefits of California Prunes, across the EU markets. The inspiring new tagline, “Prunes. For Life.” has been well received by the trade, and will be central to all our marketing activity, as we continue to encourage consumers to enjoy California Prunes. California Prune Board (CPB) Europe has worked with EU trade media outlets to achieve immediate coverage of 25 articles communicating the news about the new brand roll out. This resulted in an overall reach of 514,000. At the world’s biggest gathering devoted to fitness, well-being, business, sport, physical culture and healthy eating, the Rimini Wellness Festival in Italy provided the perfect opportunity to display the California Prune logo to 250,000 consumers. Early discussions have taken place with interest being shown by the trade to include the new logo on pack. The new logo has also been utilized on social media platforms and all PR and marketing materials now reflect the new brand guidelines.
In Canada, the press release announcement achieved trade coverage achieving a total reach of 131,700. It has also been utilized across various social media platforms via social media influencer partners, in an educational webinar (National syndication, May 22), showcased at the Dietitians of Canada Annual Conference (Ottawa, June 6), and has been incorporated into new media materials through toolkit activity efforts, including all POS materials. In addition, the CPB Canada website is underway and will be completed in August.