Oberto, a leader in jerky snacks, wanted to change perceptions and reposition its brand to tap into a new demographic — health-conscious consumers seeking better-for-you snacks to fuel their active lifestyles.
Transformation began in 2011 when Oberto overhauled its jerky recipe to be all-natural. Yet, although the package contents had changed the package itself looked the same. Looking for an agency with expertise in marketing to active lifestyle consumers, Oberto sought out Hanson Dodge.
Based on consumer and competitor research, Hanson Dodge's strategy was to emerge from the predictability of what jerky packaging was -- masculine with heavy type and floods of red and black -- by developing a simplified, cleaner visual platform that communicated "active lifestyle" and leveraged established brand elements that kept the uniquely different Oberto legacy in tact.
The transformation of the Oberto brand was extremely well received at its 2013 launch, resulting in ongoing publicity for Oberto. The new packaging became the foundation for how the brand positioned itself in all future communications and campaigns.