July 16th, 2012
The results of a Dutch television commercial pre-test done at the end of June 2012 were very clear – consumers not only find the commercial easy to understand, but they associate the concept of the message with health, and describe the logo as a “convenient ally”. The support of the Dutch Nutrition Centre also brings additional credibility and trust for the message. In this light, production for the commercial can begin shortly!
Although the outcome was positive, some changes have been made to the original concept. For instance, in order to better explain the difference between the green and blue circle around the logo, there will be an additional print campaign. The Dutch foundation is also counting on the help of its participants in communicating about the difference.
The campaign will be launched in Autumn, either at the end of October or the beginning of November. As of that date, the logo will be hard to miss on television, in the media, on the internet, and on the shop floor.