K-Mag® Brand Announcement Case Study
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The Mosaic CompanyK-Mag Brand LaunchBackground: The Mosaic Company’s K-Mag product is a 3-in-1 fertilizer that has been in existence for 70 years. Through its 70-year history, the product has been known under three brand names, with an inconsistent logo and dated identity. In an effort to unify the K-Mag brand under one consistent name, logo, and worldwide marketing approach, The Mosaic Company has taken steps to rebrand K-Mag. Challenge: The significance of the unified brand is between Mosaic and the dealer and may or may not impact the ultimate grower who purchases the product. Mosaic sells K-Mag to a dealer network that orders product based upon their anticipated demand within their geographic regions and the growers they work with. The product is shipped in rail cars and loaded in bins within the dealer location without any packaging or brand references — other than those put together by the dealer. Solution: IQ developed a multi-touch communication to Mosaic’s dealer and employee audience, announcing the new K-Mag brand. The kit provided mechanisms for a dealer to begin to brand and market to their grower population, addressing the transitional needs of pockets of audiences to move toward a more consistent brand name through their dealer channel. Results:
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