The Sweet C mandarin brand was recognised for its ‘Blue is the new orange’ campaign at the FPI Awards
At Fruitnet’s recent Fresh Produce India Awards, the Sweet C mandarin brand was lauded for its highly effective marketing campaign in the country.
Sweet C is part of the so-called ’House of Brands’, which also owns the ClemenGold brand,
“Winning this award is a testament to the success of focusing on delivering measurable value to our partners and on honouring a specific market’s consumers in our campaigns,” said Adéle Ackermann, marketing manager of ClemenGold International.
According to Ackermann, a campaign such as the one carried out in India can only work when it is backed by consistently good fruit and an efficient supply network.
“The success of the ’Blue is the new orange’ campaign rested on its cultural relevance, the establishment of an emotional consumer connection, and the novelty of boldly bringing a branded fruit into the celebrity and performance environment,” she explained.
The campaign theme spoke to India’s general use of the word ‘orange’ for all orange-coloured citrus including mandarins, kinnows, tangerines and santras.
“Most Indian consumers do not distinguish between orange sub-types unless they’re foodies or involved in fruit exports or imports,” Ackermann continued.
”The campaign line therefore suggests that consumers can now make a meaningful informed decision when buying ‘oranges’ – that there’s in fact a fashionable or best-choice citrus called Sweet C.”
The line also creates the link to the brand’s bright blue colour that has become Sweet C’s signature on packaging, promotional material and on the fruit sticker itself.
The phrase also taps into the globally known saying that a particular colour ‘is the new black’, meaning that it has replaced black as the most popular colour.
“For us, the Sweet C blue is much more than a simple design colour,” she outlined. ”What we’re after is establishing a recall trigger – in blue,” said Ackermann.
“The end goal is for shoppers to almost instinctively reach for Sweet C mandarins based on the flash of blue from the fruit label or the box.
”And their buying decision and trust is then rewarded by a great eating experience every time,” she added.
