Initial Situation
In June 2021, the former Segment IV of Migros Industrie became the Delica brand: Brandpulse developed the new brand for the merger of the five production companies Chocolat Frey, Delica, Midor, Riseria and Total Capusle Solutions. Special attention was paid to the interplay of purpose and strategic brand positioning.
Challenge
The brand purpose as a strategic and emotional guide for companies is on everyone’s lips, especially in the retail trade, both externally and internally. The Migros universe is no different: Migros is currently in first place in the “Purpose Readiness Rankings”. This underscored the importance of a clear purpose definition for Delica.
The basis for the merger of the five production companies under one brand was to be a common integrative philosophy under a mutual motivation. In particular, this should also consolidate the international orientation in Delica’s private labeling business. Even before the merger, the company supplied customers in over 30 countries.
Solution
In an extensive series of workshops with the customer, composed and moderated by Brandpulse:
Result
The result is a groundbreaking purpose in combination with a differentiating brand positioning.
“Together we sustainably reinvent chocolate, snacking and coffee to indulge our clients’ customers, the Swiss way”
This purpose is now made visible in the communication with the claim “Reinventing Goodness”.
Implementation
After the adoption of the purpose-driven brand strategy, Brandpulse developed the brand identity for Delica and implemented the following key touchpoints:
Results
The new brand positioning and brand purpose have proven successful just one year after introduction:
