At the end of 2008, Clover was hard hit by the recession and lost 5% marketshare within one year on milk. Clover dairy consumers were re-evaluating their buying behavior. Why buy at a premium if milk is just milk?
By combining advertising spend across all dairy products, we created one powerful brand world in order to launch a new position for Clover into the market, namely: Way Better.
This platform will be used to share with consumers, the high quality standards that Clover applies to their products. Standards such as 55 quality tests, 270 handpicked milk farms and keeping their milk under 4 degrees from farm to shelf.