ViveraVivera is a leading brand in the field of plant-based meat substitutes. A huge growth market, in which building a strong identity is crucial. To support this ambition, TAMBR developed their musical identity.
“To build a strong brand, it is important to be distinctive and recognisable and this can be done both in image and in sound.”Karin Lowik, Marketing Manager Vivera
Your market is growing and increasing market share is an important objective. How does having a musical identity support Vivera with that?
In our market the brands are not that strong yet so there is mainly loyalty to the product. Also, many new brand are entering the market. A strong brand leads to greater loyalty and can increase your market share. Developing a strong brand identity is therefore very important to Vivera. We do this by being distinctive and recognisable. In visual images, but also in sound. Music is very recognisable and gives a lot of character to your brand. Hence the reason we have developed a musical identity with TAMBR.
How are your brand values translated into music? Which features can we expect to hear in your musical identity?
Our brand stands for plant-based positivity and invites people to switch to plant-based eating and join the Goodness Movement. The melody therefor has a positive vibe and the rhythm invites you to discover and participate. And if you listen carefully, you can hear the sound of clattering pots and pans, because our products are of course typicallly used the kitchen.
Vivera brand anthem
You have launched your musical identity with a campaign on TikTok. Why?
TikTok is a very popular platform, on which relatively little brands are advertising. Music plays an important role on this platform, which is why our first TikTok campaign was built around our musical identity. This immediately resulted in an enormous reach and a lot of visibility!
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