Case Studies: Fleischmann's Yeast

National Brand Management

Objective:
To update the image of the brand across the U.S.

Agency Solution:
Revitalized product image at the point of purchase by updating and adding
excitement and energy to the company logo, product packaging and POP displays.

The original Fleischmann’s Yeast logo was a plain block text name, used in black or
blue ink. It generated a perception of an old fashioned, same-as-always product.
DMC created a new logo with vibrant colors and introduced a new, upbeat tag line:
We Rise, Everybody Shines. The new logo and tag line successfully connote modernity, without compromising the product’s brand equity of reliability and quality.

Similarly, the product packaging and POP displays were unexciting and did not
attempt to communicate any of the wholesome and warm emotions that most
consumers associate with scratch baking. (DMC created new displays to entice consumers to think about baking). All concurrent promotional activities in all other
media reinforced the message through other media.

Results:
Fleischmann’s Yeast improved its leadership position to over 75% market
share nationally. At the retail level, new displays have been successfully introduced
into all chains throughout the brand’s distribution network.