Awakening a sleeping giant
Since its inception, Santiveri has been a pioneer in promoting a different, active lifestyle, based on natural ingredients, reducing meat consumption and always putting people and their needs at the centre of its decisions.
In recent years, Santiveri has seen how its market category has been filled with new players, and how the new generations consume and buy in a new way for which they as a company were not prepared. Competitors’ new brand discourses and innovative product propositions have been able to connect much better than Santiveri with new audiences.
Santiveri is a company with over 100 years' history that has always been keen to promote a healthier diet.
As a result of this new reality in which Santiveri has become disconnected from people, and the habits of its traditional consumers have also changed, the company has decided to initiate a global transformation project, both from the base of its business and everything to do with the brand, distribution and global strategy.
The project developed jointly with Summa has focused on “awakening this sleeping giant” through the brand, and the main objective has been to discover and get to know the new Millennial consumers, in order to be able to connect with them through a new story and new experiences.
An expert brand, unique, pioneering and connected to people
Summa, together with the Santiveri team, redefined the brand to bring it up to what it has always been. The project included a new brand identity, as well as the redefinition of the product portfolio, new, clearer and more didactic packaging and a new communication style. Work has also been done on the new Santiveri stores, so that they are not just a place to buy products, but a unique space in which to generate new experiences that add value for people.
Santiveri is now back to what it has always been; an expert brand, unique, pioneering and connected to people. Because a society in which people feel good will also be a better society.