Mark William Mills
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Mott’s
Rebrand Review & Approval
Timeline: 4 weeks
Deliverables: 4 PDP collections, supporting banners, lifestyle mockups
Stakeholders
- Mott’s Clamato
- Publicis / Mars
- Hughes Design
100% Juice, 100% Fun.
Everyone needs a little fun—even flagship brands.
Sometimes the best way to convince people is to show them what they’re missing. That was the issue brought to me by Mott’s when they came to me just two weeks ahead of their National Sales Meeting. A lot of stakeholders would be present; and many who were invested in Mott’s were likewise invested in not fixing what they believed wasn’t broken.The legacy branding system had fragmented into an unstructured blend of innovations, one-offs, and a low-intensity visual language that had become so familiar with the consumer that Mott’s was often overlooked.
Mott’s leaders knew this. I knew this too. Furthermore, the creative team responsible for bringing the rebrand to market, Liquid Sunshine, had been dissolved. And, with their departure, their creative was also lost.
Seeking to protect their investment, Mott’s approached me with a thrilling ask: Help them leverage the National Sales Meeting as the time and place to debut the strength of Mott’s rebrand.
I chose to apply their lively new system to previously used, familiar creative, re-skinning old products, preserving their tried-and-true focus on quality, convenience, and trust, but re-framing it so that everything laddered up to the principle that 100% juice is 100% fun.
The strategy succeeded. The reception was overwhelmingly positive. Mott’s received the green light to make the rebrand universal.