CABBAGE

Objectives

Cabbage Brand Cooking Oil was introduced into the Singapore market during the 80s, quickly establishing itself as a trusted brand. In the last half decade however, no new products were launched. Mewah Group, an integrated agri-business, needed to refresh the Cabbage Brand image and re-formulate its product offering in order to appeal to a younger generation while expanding its current base of users.

What we did

A brand review of the Cabbage Brand was carried out and a strategy was adopted to retain the equity derived from the heritage brand while refreshing the packaging to its relevance to the new generation of users. The brandmark was kept for familiarity but updated to provide a more contemporary demeanour. The packaging was revamped to better communicate the USPs as well as feature the use usage occasion.

Immediately after its re-launch onto shelves, the brand saw a healthy sales increase.

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