Transformed Soulfull into a hero brand for kids with a playful, unified digital presence through engaging brand communication and a digital platform
- Client: Tata Soulfull
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Service:Brand Communication | Website Design
and Development - Industry: FMCG - Cereals category
- Product: Soulfull's Chocofills
Revamped Soulfull's digital presence with a vibrant, unified story, balancing tradition and modernity to uniquely connect with mothers and set the brand apart from competitors.
Background
Soulfull was a newly launched brand in the cereals category that was directly competing with giants like Kellogg's and Baggery's. Soulfull's Chocofills, made with Ragi, a cereal made especially for kids, was slotted to be the hero product to launch the brand on digital. When it came to kids, the brand believed that breakfast, apart from being an important time for a wholesome meal, is also the best time for inculcating the right values in them.
Objective
To set Soulfull apart from established brands like Kellogg’s and Baggery’s by revitalizing its website and ensuring consistent, compelling content across all platforms to connect with core consumers.
Challenge
Soulfull sought to harmonize its commitment to traditional values with the demands of modern consumers. The challenge was to effectively balance these elements to craft a vibrant and engaging brand story.
Approach
The main communication to relaunch the brand across all platforms was #SoFullOfGoodness to drive home the value proposition. Superheroes appeal strongly to kids, and vibrantly colored comic books create a playful environment. This personified the thought of 'So Full of Goodness' which dictated the warm and clever copy. The tone of voice had to endear the brand to mothers. Hence, it was set to be friendly, clever, and light-hearted, radically different from competing brands.
Outcome
The rich, evocative visuals complemented the home page story engaged mothers, and led them to empathize better with their kids. With a consistent voice across their social platforms, website, and e-commerce, Soulfull was able to create unique brand imagery amongst mothers and managed to successfully differentiate from the competition.