“We want to make sure we regain that consistency behind one aligned global positioning through commercial innovation that will gain sharpness and relevancy among our target consumer group,” said Miguel De Jaime Guijarro, chief commercial officer at parent company, Deoleo.
Bertolli said in a statement it has a market share of 4.5%. The refresh of the olive oil brand began in December last year in Italy, where it was founded in 1865 in Lucca, Tuscany. With investments made to develop the brand’s new positioning and visual identity.
Asked why the olive oil brand would feel the need to change its look, De Jaime said it was important for them to continuously innovate. And with the newly designed bottle, he said it sought to enhance the credentials of the brand and clearly communicate the elements that are part of the history and the heritage of Bertolli.
“First, tribute is paid to our origins in Lucca. The oval shape of the bottle represents the city’s oval public square – the Piazza dell’Anfiteatro. Second, to commemorate our place in the past and the present, we wanted an authentic, somehow retro but modern look,” added De Jaime
Bertolli said the target consumers are the so-called informed foodies, those who love to cook and try new recipes, to explore new cuisine and ingredients. But these same consumers also witness complex cooking on television shows like MasterChef, in which “normal people” are given a chance to create superb cuisine. They also see pictures posted on social media of Michelin-star dishes, De Jaime pointed out, so they feel “the pressure of perfection”. They’re keen to cook, but they find the challenge daunting.
“Bertolli‘s refresh is building on this notion that great cooking is about simplicity,” concluded De Jaime.
Within the DNA of Bertolli is simplicity, which highlights that consumers don’t need complicated cooking to enjoy a great moment around a simple dish with loved ones.