Darrell Lea - a brand getting it right

An Australian family owned business established in 1927, and after nearly collapsing in 2012, Darrell Lea is shining brighter than ever before.

With strong brand equity and awareness, Darrell Lea owned a place in the hearts of older Australians.  And while the brand wanted to maintain those relationships it needed to build relationships with a younger audience to ensure its future.

From asking questions and listening, Darrell Lea developed a deep understanding their customer, and responded accordingly.   A new brand identity, new packaging, new products, and sharing their journey with consumers resulted in stronger relationships, increased trust, and brand advocacy.

Next, they demonstrated their commitment to sustainability.  In 2019 the brand moved to 100% sustainable cocoa, and last week they announced Darrell Lea is PALM OIL FREE, the first Australian chocolate supermarket brand to do so.

The Darrell Lea brand understands and cares about what it’s customers think, want and need from a brand and responds.

There is nothing about Darrell Lea that is going dark.

Congratulations to Marketing Director Tim Stanford and the team at Darrell Lea, we can’t wait to see what’s next.


The risk of going dark

It might be tempting, easier, and maybe even save you a few bucks by letting your brand go dark, but the result could be catastrophic for your business.

Your customers care about your brand, and personally invest in your business and what you do. They want your brand to be successful, they want to share your story, and their experiences with your product with their family and friends.

However, if you go dark, you risk a competitor or alternative product grabbing your customers attention, and the place in their heart that you once owned.

Increasingly, your Marketing Partner or agency are critical to help guide and support you through this period of change.

Consider the following
1. Do you need to adjust your business goals?
2. Have your customers’ needs changed?
3. Does your product need to be adjusted?
4. Can your marketing effort deliver better results?

We encourage all businesses to bring their external Marketing Partners to the table to work with you help you review your approach and reach out to your audience with the right message, at the right time, in the right place to achieve your marketing and business goals.


MONA - a brand thinking differently

Mona - Museum of Old and New Art are beaming 49 search lights 15km into the night sky every Saturday from sunset to sunrise until they reopen.

The light instillation is a work called ‘spectra’ by artist Ryoji Ikeda and can be seen up to 100kms from Hobart, reaching over 250,000 people. In addition, this monumental installation is live streamed to a global audience through Facebook.

As always MONA is being noticed, be it through media promoting ‘spectra’ or locals and people across the globe experiencing MONA from the safety of their own home.

MONA is maintaining connection with its locals and potential visitors to keep everyone engaged and their brand top of mind, until they can travel and visit again.
Mona, a brands not going dark.

Marketing in a recession

Australia is about to go into a recession, we have been warned, we have been there before and know how it plays out. Albert Einstein once said “If you want to know the future, look at the past.”

So let’s have a look at the past.

Businesses who maintained or grew their advertising spend during recessions not only set the company up to survive the recession, but they thrived in the period that followed.

This result has nothing to do with the recession, it has everything to do with advertising share of voice. Simplistically, if you are the only brand in the market advertising and promoting yourselves, your brand becomes the only brand in the segment for the consumer.

While during the recession it is likely you will experience a reduced return on your advertising investment, you will likely increase market share, and once the economy improves your chance to maintain market share is strong.

The alternative is your brand goes dark, loses market share, loses customers to competitors and has to start again.

What are you going to do?


Bulla - a brand extension

For years, Bulla has been the ice cream served from plastic tubs in homes across middle Australia after tea with chocolate topping. And while plastic tubs are still available, Bulla has been loosing market share, while the industry has seen strong growth in the premium ice cream category.

Bulla ice cream has responded with the release of their award winning premium ice cream product, Bulla Murray Street.

Watching this video you'll see that Bulla has a deep understanding their new target market, and is truly passionate about their people, their place and delivering a quality product from the heart.

We can't wait to share more of the Bulla Murray Street brand building journey with you, but in the meantime....... pick up a cheeky iso tub of Bulla Murray Street Caramel Maple & Macadamia, it's amazing.