ILLOVO - Strategic Platform & Print Ad

Illovo's brand manager wanted an all-encompassing payoff line; a single statement that could successfully associate the brand with all aspects of its business.

In the past it had been 'Everybody Loves Illovo' which does suit the retail sugar and syrup products, BUT that doesn't actually make up the bulk of Illovo's business. Illovo's agricultural by-products account for most of their profit. Cane-fibre, molassess, ethanol, furfural, furfuryl alcohol, diacetyl, 2,3-Pentanedione, agricultural nematicides. Now we're talking alcohol, chemicals and pesticides... suddenly 'Everybody Loves Illovo' is by no means ideal. And what about the corporate context? It's also far too warm & fuzzy for that.

I proposed 'GO WITH ILLOVO!'. It not only has great alliteration, but it's also a far more versatile statement. It means 'choose Illovo' in all contexts, be they retail or industrial. It means 'get energy from Illovo' in all their sports sponsorships. It means 'achieve with Illovo' in the business and employer context.

We did up additional CI pages to specify the way the line should be incorporated with Illovo's logo.

The print ad is a DPS for a specialist coffee enthusiast magazine. The message here was that if you want to enhance your pursuit of the ultimate coffee tastes, you should... 'Go with Illovo!'