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MARKETING

Jersey rebrands as Godrej Jersey; aims building consumer confidence
Tuesday, 08 September, 2020, 08 : 00 AM [IST]
Our Bureau, Bengaluru
Creamline Dairy, a subsidiary of Godrej Agrovet, has rebranded Jersey as Godrej Jersey. Through the integration of the master brand Godrej, the rebranding aims to strengthen the trust equity, which it has built over the last 34 years.

As a brand, Jersey began its journey 34 years ago with a focus to build the milk business. Over the years, it has created a product portfolio and became a household name and a preferred dairy brand in southern India.

Keeping in mind the evolution and its association with iconic brand Godrej, Jersey improved its brand identity. The new design language flows from the strong legacy of the brand incorporating the promise of trust and quality personified for over a century by Godrej. Jersey is now Godrej Jersey.

The popular cow pattern in packaging has been retained, albeit modified to showcase the products in a more contemporary manner. It is also extended across the portfolio to maintain a consistent visual identity. The new design language is fresh and reflective of our rich legacy of the brand.  

Raj Kanwar, CEO of Creamline Dairy Products Limited, said, “Milk and milk products are essential ingredients for health and nutrition. The relaunch aims to position Godrej Jersey as the provider of essential nutrition that builds confidence to win in life. This brand-promise will be communicated through a new tagline - "Nourish the winner in you". The new logo that resembles a smile will help us resonate with multiple stakeholders across product categories. As we expand our portfolio and focus on driving accelerated growth in value-added categories, it is imperative to maintain uniformity in the design theme.”

A campaign including TVC, digital, print and POSM has been scheduled to drive awareness. The products are available in Telangana, Andhra Pradesh, Tamil Nadu, Karnataka and Nagpur in Maharashtra.
 
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