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Clover, as a household brand, has experienced steady market share over the years, however, the challenge was to increase market share in a hostile market. Gaining market share as a premium milk brand is no easy task in a market where competitors drive aggressive price strategies and consumers have become more price sensitive.

From a brand perspective the new positioning ‘Clover Way Better’ was developed in order to form the basis from which a stronger value proposition was communicated. In support of the new positioning a new CI was developed to turn the Clover logo into a new fresh quality mark. The packaging was also redesigned to incorporate the new CI and increase consumers’ perception around the quality of brand they were buying into.

From a creative and media perspective, a Millward Brown AdTrack study revealed extraordinary results in terms of prompted awareness, ad liking, correct recall and message take out, where the Clover Way Better brand creative performed significantly above the dairy category norms. The campaign has also received a number of prestigious international and national awards for the high calibre of work produced. This Way Better communications strategy has definitely paid off for Clover and Joe Public.