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The Italian sauce brand relaunches with bold, fresh new look supported with through-the-line digital, out of home, TV and PR. 

Number one[1] Italian wet cooking sauce brand, Dolmio unveils its new distinctive and bold rebrand as it continues to lead in the category. From today, the brand’s new look jars will be widely available for consumers in leading supermarkets; Sainsburys, Tesco, Asda, Morrisons and many more, as part of a phased nationwide distribution.

As consumers start to see the new look in stores, the focus for the brand has been to continue to deliver the delicious taste that households know and love, so it has ensured that the great tasting recipes are reflected on the pack as well as inside.

The new dynamic and playful visual identity is bolder, punchier and sharper than ever, creating a standout look and feel in the supermarket aisle. The logo font has been refreshed. An exclamation mark, with a standout red dot, has been added to replace the ‘i’ in the name to elevate the brand distinctively, with the exclamation mark expressing the joy and exuberance Dolmio brings to the Italian sauce category. The rebrand coincides with the nation’s increasing appetite for Italian sauces, underscoring the category as one of the UK’s favourite[2] cuisines, as shoppers continue to add to their baskets.

This first phase of the rebrand includes the in-store rollout of products as part of wider simultaneous digital and out-of-home marcoms activity, reaching an audience of 84% of the UK’s adult population. The second phase will be rolled out in June with a new TVC.

“Our Tasty New Look has been introduced to evolve Dolmio in line with our shoppers, making it more relevant, modern, and easier for consumers to navigate our portfolio. We are excited to widen our appeal beyond the traditional family household. Especially as we know, the definition of family has changed, encompassing all shapes and sizes. And people are now coming together for a home-cooked meals more than ever before,” said Sian Gavin, Senior Marketing Manager at Mars Food.

“Our favoured recipes of classic dishes known and loved by shoppers, have been brought to the forefront. Whilst the jars may look different on the outside, consumers can rest assured that they have the same great taste on the inside,” continued Sian Gavin.

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