THE CHALLENGE

In what is becoming a highly competitive health and nutrition marketing arena, we are helping Mott's, a familiar and trusted brand, emerge as a more contemporary, relevant and energetic brand leader.

The health-promoting power of apples gives Mott's a tremendous opportunity to raise its brand profile and become more connected to the everyday needs of its core customers – Gen X Moms. Mott's apple sauce and apple juice products offer solutions for busy moms wanting to provide healthy, well-balanced meals and snacks to their families.

OUR APPROACH

We began working with Mott's in 2003 to create a nutrition-based marketing program for this industry leader's apple products. Key to this program was revitalizing the health identity historically held by apples in the consumer's mind. The wide array of health benefits apples provide for the whole body led to the development of the Mott's health story and key message, "Get Apple Healthy for your whole body!"

Through an aggressive public relations program, the "Get Apple Healthy" story appeared in supermarkets on point-of-sale materials, on a new Get Apple Healthy website and online promotion program, and in consumer print and broadcast media.

In 2004 Mott's challenged us to consolidate the company's various websites, integrating the new health positioning into a completely redesigned Motts.com. To help attract visitors to the new site, we developed Mott's Health Buzz, an online newsletter designed to deliver nutrition information, recipes and simple solutions to Mott's target audience.

Traffic to the site has increased from an average of 20,000 unique visitors per month to an average of 75,000 unique visitors per month.

A major focus of our work with Mott's in 2005 has been the national launch of an exciting new line of fortified apple-based juices called Mott's Plus. A national media relations effort was undertaken to create awareness for the new products. To date, the program has generated more than 24 million impressions.

 

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