Valio’s license logos revamped in 2008 communicate health effects to licensees, customers and consumers in a win-win marketing initiative.

Valio and its licensees share success factors in creating and raising consumer interest and awareness. Valio has ramped up this joint business interest with a new class of innovation, offering licensees tools to communicate with local customers and consumers in their own markets, augmenting marketing communications for packaging, advertisements, brochures and electronic applications.

Fresh and internationally attractive marketing concepts increase brand visibility and promote accurate marketing messages worldwide, adding for instance to companies’ science profile.

Going global

Consistent communications are enabling Valio to leverage licensees’ adoption of the logos through its print and online publications. Valio’s Internet presence attracts a global audience comprising a wide variety of stakeholders including customers, consumers and the science and healthcare communities, all seeking information about functional products, health effects, and dairy technologies and innovations.

International Internet implementation of the logos on a range of company specific, news media, commercial and public interest websites is helping to create uniform product and technology families overcoming language differences and transcending national boundaries. This type of application is also spreading overall consumer awareness.

What’s inside?

The logos communicate the value added by the technology. In-store and on the shelf, the package logos indicate to consumers that something unique can be found inside. This is proving equally useful in licensees’ product and marketing communications to their own customers.

The logo shapes such as the Evolus® heart send a clearly recognisable and language independent message and the slogan text may be translated to communicate more effectively with local consumers.­

Sustainable marketing

Valio’s policy of licensing technologies to responsible partners continues to pay dividends as the logos drive product potentials and commercial opportunities for all concerned. Since Valio is registering the new logos as trademarks, it’s important that they are used in accordance with constructive guidelines.

Valio’s international license logos are proving increasingly popular as they continue to promote brand visibility and enable licensees to benefit from Valio’s undisputed reputation as an innovator. Valio’s experience and expertise in marketing functional products and leading edge technologies are being put to the best possible use.

The LGG® and LGG® Extra probiotics, Evolus® peptides and Zero Lactose™ logos all communicate product benefits to consumers in a clear and effective fashion.

The license logo concept has taken off quickly and within just six months the new logos have already been implemented by a number of licensees as shown here.

The new logos are already being used extensively and to great effect for partner brands such as Emmi Aktifit in Switzerland, Kaiku Vitaten in Spain, Vaalia in Australia, Glanbia Yoplait everybody and Yoplait everyKid in Ireland, and Tnuva Yoplait 360o in Israel. Slogan texts have been translated by Unimilk in Russian, Unilever in German and Kaiku Actif in Spanish.

Some customers have applied the logo in for instance TV advertising, too, such as Kaiku (Actif) in Spain and Ferrosan in Sweden (see www.bifiform.se).

Uniform logos promoting licensees’ business

	LGG® is the world’s most researched probiotic bacteria
	LGG® Extra is scientifically proven to calm a stressed stomach
	Evolus® is pro cardiac health
	Valio Zero Lactose™ delivers Expertise in Technology