“I can’t believe it’s not Butter!” is the USA’s second biggest selling spread brand. However, with more consumers moving towards a plant-based, flexitarian lifestyle. ICBINB needed to grow its product offering to meet those demands. The brand needed to change perceptions and elevate its naturalness.
Working directly alongside the ICBINB's US team, we developed a winning route, validated by consumers, that supported the naturalness of its product offering. We also created a new & clear segmentation for the upcoming range, each having a clear proposition to reach a new audience, while retaining their loyal fan-base.
We adopted some of our plant-based knowledge from the UK & European market, to develop a range of plant-centric concepts that supported the brand’s newly segmented range:
Core: Appealing to loyal consumers
Naturally flavoured: Taste and health benefits
Organic / Vegan: The new world
All concepts were tested in qual research across groups in US.
From the winning direction, we created visual & verbal assets for the brand guidelines - consisting of an updated brand identity, fonts, colour ways and new tone-of-voice. This has now been rolled across the US market.