Campina: new name … - Brief Article

Eurofood, Sept 27, 2001

Dutch dairy company Campina Melkunie has been renamed to Campina - it officially changed its name on 20 August. The company's central slogan reads: "it's in our nature!" - summing up the core of Campina's mission, to be an entrepreneurial cooperative with expertise throughout the dairy chain, focusing on the consumer and caring for people.

To reflect the new identity, Campina launched a new international dairy brand late last month, starting in the Netherlands, Poland and Russia. In the Netherlands, the Campina brand will replace the familiar Melkunie brand (fresh liquid milk products). The Campina brand will also be introduced for other dairy products, such as dairy drinks, cheese and butter.

The Campina brand, accompanied by a green logo, will also be taken to Belgium, Germany, the UK and Spain. The Mona and Landliebe brands will be maintained.

Campina said changing the company name would lead to an international dairy brand with a clearly recognisable owner.

The objective was to further enlarge consumers' preference for the brand by selling innovative products, supported by effective, internationally oriented advertising campaigns.

In the Netherlands, the brand change will be accompanied by large-scale support, including new TV commercials.

Campina will develop the brand further in the coming years by means of product innovations and other activities.