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It was a product out of a sci-fi film: a natural food born in a laboratory. Scientists had isolated the most potent part of red grapes and coaxed the cells to proliferate in a nourishing environment called a bioreactor. The result: a nutritional powder with proven cardiovascular benefits, a breakthrough that was far more easily absorbed by the body than vitamins, with zero calories. Viceroy was selected to create the branding, identity and logo and make this miracle a product consumers would covet.
The plan was to reach out to Fortune 500 food manufacturers to use the new substance as an ingredient to boost healthy products’ health quotient even higher. Viceroy performed extensive research before landing on the branding Vinia, a name that reinforced the red wine and anti-oxidant connection. A recognizable heart-shaped logo was to appear on product packs to signal the ingredients presence.
But the Vinia supply could not equal manufacturers’ demand. And the scientists now intended to develop a whole line of super-healthy, functional foods. The B2B ingredient strategy was clearly too limiting, so Viceroy proposed an alternative: a B2C subscription model where a limited number of slots would be sold that could accommodate the present stock. The scant supply could work to our advantage, transforming the powder into something rare, exclusive and highly desirable.
This new luxury-health category required a unique identity. We envisioned the new technology as how food would be grown in the future, in laboratory bioreactors without soil or sunlight, yet healthier than what’s available now. We called the process bioharvesting: the manufacturer’s name, BioHarvest. The product category is biofoods, which are grown on biofarms made up of multiple bioreactors.
Viceroy has been critical in bringing BioHarvest’s first biofood product, Vinia, to market. We determined the number of subscriptions slots to be sold based on current supply. Calculations affected packaging design. A month’s worth of thirty individual packs will arrive in a gold and purple box that balanced elegance and functionality. Viceroy worked to ensure all systems were go once final FDA approval came in, successfully navigating legal claims requirements, setting up a backend ecommerce fulfillment system and supervising frontend web design. Our 360 activation plan included traditional advertising, OOH/experiential, digital and PR.
BioHarvest will be launching in 2015. Viceroy is currently responsible for all strategies and creative executions, from print advertising to pop-up shops, PR and luxury press kits, briefings with key media publications, to partner alliances. We’ve taken a highly complex product and given it a premium positioning, a luxury distribution strategy, and a luxury story that consumers will believe in and embrace.