Creating differentiation externally, plus pride and engagement internally
For Westland Milk Products’ commercial brand, Westpro, the challenge was to create a range of strong, proprietary product names and propositions, to help create greater in-market differentiation and increase perceived value.
The names – TotalPRO, RapidPRO, BioactiveMAX and NutriSein – link to specific product benefits, supported by a common coding system to help indicate specific product variant features.
Since launching, the new Westpro range helped create the desired distinction externally, whilst driving a newfound pride and energy within the sales team.
“It really has lifted the range and given them some differentiation from one another and this has had a positive influence on the sales team. They are proud of it and are more engaged with marketing.
“Together with the brand refresh it’s had a positive influence internally and really got the sales team using the Westpro brand, wearing it proudly and engaged in how to promote it.”
Lizzie Parker, Head of Marketing, Westland Milk Products
