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HOME > News > A Gold Apex For Clover And Joe Public
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  • MORE THAN ONE WAY TO REUSE YOUR BEVERAGE CARTON

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  • POLYOAK PACKAGING AND CLOVER PARTNERSHIP DELIVERS SA’S MOST RECYCLED BEVERAGE PACKAGING

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  • Uncategorized
  • +BEVERAGES
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    • Manhattan Ice Tea
    • Super M Flavoured Milk
    • Quali Juice
    • Nestlé Pure Life
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    • Cheese
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Recent News

Recent Posts

  • Clover Authentikos Greek Style Yoghurt

    Mar 3, 2021
    Read More
  • The only Milk with Triple Protect™

    Mar 2, 2021
    Read More
  • MORE THAN ONE WAY TO REUSE YOUR BEVERAGE CARTON

    Nov 4, 2020
    Read More
  • POLYOAK PACKAGING AND CLOVER PARTNERSHIP DELIVERS SA’S MOST RECYCLED BEVERAGE PACKAGING

    Nov 4, 2020
    Read More
  • NAMPAK AND CLOVER’S PARTNERSHIP SUPPORTS ENVIRONMENTAL SUSTAINABILITY

    Nov 2, 2020
    Read More

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blendcloverclover mama afrikaconferenceeqstraextra virgin olive oilkellogg'skrushlactoselong lifemarketmilkoilolive prideolivespresentationrevenueteleconferencetropikaUHT
04 Sep 2013

A Gold Apex For Clover And Joe Public

Clover Industries Limited in partnership with communications group Joe Public has won a Gold Apex Award for excellence in effective advertising within the Change category.

​

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.

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  • ABOUT
    • Business Overview
    • Geographic Footprint
    • Heritage
    • Our Group Structure
    • Management
    • B-BBEE status
    • Awards
    • Careers
    • ESSENTIAL CERTIFICATES
      • Clover Essential Services Certificates
  • CSI
    • Clover Donations
    • Clover Green
    • Clover Mama Afrika
  • BRANDS
    • DAIRY
      • Milk
      • Butter & Butter Spread
      • Margarines and Fat Spreads
      • Cheese
      • Cream
      • Condensed Milk
      • Amasi
      • Numel
    • Dessert
      • Clover Classic Custard
      • Bliss Dairy Dessert
    • Yoghurt
      • Authentikos
      • Clover Bliss Double Cream
    • DAIRY SNACK
      • Clover Classic
      • Clover Sip Up
      • Clover SnackPack
      • Clover Fruits of the Forest
    • GROCERIES
      • Olive Pride
      • Classic Mayonnaise
      • Creamel
    • BEVERAGES
      • Tropika
      • Clover Duo
      • Clover Krush
      • Clover Quali Nectar
      • Aquartz Mineral Water
      • Mama Anna’s Gemere
      • Manhattan Ice Tea
      • Super M Flavoured Milk
      • Quali Juice
      • Nestlé Pure Life
      • Milo
      • Frankie’s
      • Clovera
    • FUNCTIONAL DRINK
      • Active Drink
    • SOY
      • Clover Good Hope
    • LACTOSE FREE
      • Nolac
    • TODDLER
      • Nutrikids
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      • Kosher Certificates
      • Halaal Certificates
    • ESSENTIAL CERTIFICATES
      • Clover Essential Services Certificates
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  • BUSINESS
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      • Clover Fonterra Ingredients
      • Dairy Farmers of South Africa
      • Clover International
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    • Bulk Ingredients
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      • Clover Unsalted Butter
      • Clover Salted Butter
      • Clover Condensed Milk
      • Clover Coffee Creamer 24%
      • Clover Coffee Creamer 30%
      • Clover Creamer Deluxe 50%
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