Potential ideas for a multi-media campaign project are:
1. Chicken of the Sea
2. Dr. Bonner’s Magic Soaps
3. Hobie
1. Chicken of the Sea
Chicken of the Sea’s history dates back to 1914 when Van Camp Seafood Company was founded in San Diego CA. The name was changed to Chicken of the Sea when they became the first cannery to commercially pack yellow fin tuna. Fishermen referred to the white albacore tuna as “Chicken of the Sea” because the white color and very mild flavor reminded them of chicken. Since 1952, the Chicken of the Sea brand and iconic Mermaid logo has been known worldwide.
Some of their competitors are: Bumble Bee, Crown Prince, Starkist, and Reese Specialty Foods.
The mermaid logo is dated. The packaging blends in with its competitors’ packaging. The challenge is to update the brand to have a more current appearance that is different from its competitors and stands out and to make the company more competitive. Today’s consumer is socially conscious. The company is committed to operating a socially and environmentally responsible business from when the seafood is caught, to processing, packaging and delivery. They work with industry peers, environmental advocates and scientists to ensure that their suppliers’ fishing practices protect ocean stocks and dolphins. The company’s image needs to make this apparent.
Dr. Bronner’s Magic Soaps go back to the family’s German-Jewish soapmaking tradition. The family had been making soap since 1858. In 1929, Emanuel Bronner brought his formulas for liquid and bar soaps to America, starting Dr. Bronner’s Magic Soaps in 1948 in Escondido CA. Known for their quality, versatility and eco-friendliness, Dr. Bronner’s Magic Soaps had a small but loyal following in the early years. In the late 1960s soap sales started to take off due to the ecological quality combined with Dr. Bronner’s urgent message to “realize our transcendent unity across religious and ethnic divides.” (Bonner, 1960). Word-of-mouth soon made Dr. Bronner’s the iconic soap of that era, and the soaps spread into every health food store in the U.S. and then into the mainstream becoming the number-one-selling natural brand of soap in North America.
Some of Dr. Bronner’s Magic Soaps competitors are: Miracle Soap, SheaMoisture, Pangea Organics, and Nubian Heritage.
The 4th and 5th generations of the Bronner family who run the company today continue to make their soaps with care and integrity. But the image has not changed since the 1960s. The challenge is to keep the iconic history intact and honor their heritage while updating the image and making the company competitive with the many new natural soap companies that have entered the market.
Hobie Alter started out shaping surfboards out of balsa wood in his parents’ garage in 1950. Two years later Hobie opened up Southern California’s first surf shop in Dana Point. Then in 1958 Hobie began experimenting with new materials, inventing the polyurethane foam surfboard. The new boards were lighter, faster and easier to ride. Suddenly surfing became very popular. By the mid-1960s, Hobie Surf Team had made the distinctive Hobie diamond logo famous.
In the late 60’s Hobie started making boats. Hobie developed a twin-hulled catamaran. History soon repeated itself. What Hobie’s foam surfboard did for surfing, the Hobie Cat did for sailing, introducing a whole new way to have fun and revolutionizing an industry. Hobie now makes everything for having fun in the sun from surfing and sailing to skateboards, polarized sunglasses and sportswear.
Some of Hobie’s competitors are: Hurley International, Quiksilver, Roxy, Billabong, Rip Curl, RVCA, Volcom, Reef, Sanuk, DaKine, Patagonia, Rainbow, Morey, O’Neill, Body Glove, Destination Surf, FCS and Future Fins.
Hobie was the revolutionary in the surf industry, but has failed to compete with the legions of new surf companies that have flooded the market in recent years. The challenge is to give the company a new clean logo and image that will make the company more competitive with the new generation of surfers. I would like to take iconic old school image that the company has and combine it with the current trends toward retro that the other companies are going for.
Potential ideas for a multi-media campaign project are:
1. Chicken of the Sea
2. Dr. Bonner’s Magic Soaps
3. Hobie
1. Chicken of the Sea
Chicken of the Sea’s history dates back to 1914 when Van Camp Seafood Company was founded in San Diego CA. The name was changed to Chicken of the Sea when they became the first cannery to commercially pack yellow fin tuna. Fishermen referred to the white albacore tuna as “Chicken of the Sea” because the white color and very mild flavor reminded them of chicken. Since 1952, the Chicken of the Sea brand and iconic Mermaid logo has been known worldwide.
Some of their competitors are: Bumble Bee, Crown Prince, Starkist, and Reese Specialty Foods.
The mermaid logo is dated. The packaging blends in with its competitors’ packaging. The challenge is to update the brand to have a more current appearance that is different from its competitors and stands out and to make the company more competitive. Today’s consumer is socially conscious. The company is committed to operating a socially and environmentally responsible business from when the seafood is caught, to processing, packaging and delivery. They work with industry peers, environmental advocates and scientists to ensure that their suppliers’ fishing practices protect ocean stocks and dolphins. The company’s image needs to make this apparent.
Chicken of the Sea Website (2013) http://chickenofthesea.com/index.aspx
GoodGuide Inc. Website (2013) http://www.goodguide.com/products?brand_id=215069&category_id=255766#!rf%3D%26rf%3D%26rf%3D%26cat%3D255766%26page%3D1%26filter%3D%26sort_by_type%3Drating%26sort_order%3DDESC%26meta_ontology_node_id%3D
Dr. Bonner’s Magic Soaps
Dr. Bronner’s Magic Soaps go back to the family’s German-Jewish soapmaking tradition. The family had been making soap since 1858. In 1929, Emanuel Bronner brought his formulas for liquid and bar soaps to America, starting Dr. Bronner’s Magic Soaps in 1948 in Escondido CA. Known for their quality, versatility and eco-friendliness, Dr. Bronner’s Magic Soaps had a small but loyal following in the early years. In the late 1960s soap sales started to take off due to the ecological quality combined with Dr. Bronner’s urgent message to “realize our transcendent unity across religious and ethnic divides.” (Bonner, 1960). Word-of-mouth soon made Dr. Bronner’s the iconic soap of that era, and the soaps spread into every health food store in the U.S. and then into the mainstream becoming the number-one-selling natural brand of soap in North America.
Some of Dr. Bronner’s Magic Soaps competitors are: Miracle Soap, SheaMoisture, Pangea Organics, and Nubian Heritage.
The 4th and 5th generations of the Bronner family who run the company today continue to make their soaps with care and integrity. But the image has not changed since the 1960s. The challenge is to keep the iconic history intact and honor their heritage while updating the image and making the company competitive with the many new natural soap companies that have entered the market.
Dr. Bonner’s Magic All-One! Website (2003-2008) http://www.drbronner.com
Today Website NBC.com (2013)
http://www.today.com/id/22651558/#.UpvTuJHfbwI
3. Hobie
Hobie Alter started out shaping surfboards out of balsa wood in his parents’ garage in 1950. Two years later Hobie opened up Southern California’s first surf shop in Dana Point. Then in 1958 Hobie began experimenting with new materials, inventing the polyurethane foam surfboard. The new boards were lighter, faster and easier to ride. Suddenly surfing became very popular. By the mid-1960s, Hobie Surf Team had made the distinctive Hobie diamond logo famous.
In the late 60’s Hobie started making boats. Hobie developed a twin-hulled catamaran. History soon repeated itself. What Hobie’s foam surfboard did for surfing, the Hobie Cat did for sailing, introducing a whole new way to have fun and revolutionizing an industry. Hobie now makes everything for having fun in the sun from surfing and sailing to skateboards, polarized sunglasses and sportswear.
Some of Hobie’s competitors are: Hurley International, Quiksilver, Roxy, Billabong, Rip Curl, RVCA, Volcom, Reef, Sanuk, DaKine, Patagonia, Rainbow, Morey, O’Neill, Body Glove, Destination Surf, FCS and Future Fins.
Hobie was the revolutionary in the surf industry, but has failed to compete with the legions of new surf companies that have flooded the market in recent years. The challenge is to give the company a new clean logo and image that will make the company more competitive with the new generation of surfers. I would like to take iconic old school image that the company has and combine it with the current trends toward retro that the other companies are going for.
Hobie.com Website (2013) http://www.hobie.com/company/hirtory.aspx