Creamline Dairy Products Limited (CDPL) rebranded Jersey as Godrej Jersey. Through the integration of the master brand Godrej, the rebranding aims to strengthen further the trust equity built over the last 34years, the company said in a press statement.
Hyderabad based CDPL is a subsidiary of Godrej Agrovet. In December 2015, Godrej Agrovet acquired a majority stake in CDPL. With a processing capacity of about 10 lakh liters per day and over 100 collection centers, CDPL has a formidable presence in the southern states of Telangana, Andhra Pradesh, Tamil Nadu, Karnataka, and parts of Maharashtra. It also operates its dedicated dairy parlors across major cities. CDPL sells high-quality milk products, right from curd, lassi, buttermilk, and flavored milk to paneer, ghee, and other value-added products under the brand name ‘Jersey’. The company has a comprehensive infrastructure comprising of milk chilling centers, bulk milk cooling units, composite dairy plants, and a state-of-the-art milk powder plant.
As a brand, Jersey began its journey 34 years ago, focusing on building the milk business. Over the years, Jersey has created an exciting product portfolio and has become a household name and a preferred dairy brand amongst millions of homemakers in southern India. Keeping in mind the evolution and its association with famous brand Godrej, Jersey started on the path of forging a new, improved brand identity. The new design language flows from the strong legacy of the brand incorporating the promise of trust and quality personified for over a century by Godrej – Jersey is now Godrej Jersey.
‘Nourish the winner in you’
According to the company, the popular and much-loved cow pattern in packaging has been retained, albeit modified to showcase the products in a more contemporary manner. It is also extended across the portfolio to maintain a consistent visual identity.
Commenting on the relaunch, Raj Kanwar, chief executive officer of Creamline Dairy Products, said, “Milk and milk products are essential ingredients for health and nutrition. The relaunch aims to positions Godrej Jersey as the provider of essential nutrition that builds confidence to win in life. This brand-promise will be communicated through a new tagline – “Nourish the winner in you”. The new logo that resembles a smile will help us resonate with multiple stakeholders across product categories. As we expand our portfolio and focus on driving accelerated growth in value-added categories, it is imperative to maintain uniformity in the design theme.”
A campaign including TVC, digital, print, and the point-of-sale display has been scheduled to drive awareness. Jersey products are available in Telangana, Andhra Pradesh, Tamil Nadu, Karnataka, and Nagpur in Maharashtra.