Vedacit becomes unique brand in portfolio

After conducting a branding study, which began in 2018, in partnership with empathy (formerly Malkovich), Vedacit changes its position to a single brand.
About 90% of the company's portfolio now has the Vedacit brand next to the functional nomenclature of the products, with the exception of three: Bianco, Neutrol and Acquella, which keep the name as the main one. In some cases, the name currently known will be kept as sub-brand, such as Vedacit Vedatop and Vedacit Vedapren.
The packaging has also been reformulated to highlight the attributes of each product, function, application area, characteristics, benefits and yield. The creation was empathy. "We're going to this monolithic brand movement to strengthen and facilitate communication at the point of sale, so that people who don't have technical knowledge can understand what each product is," explains Bruno Pacheco, marketing executive at Vedacit.
To announce the changes, the brand will make its largest investment in marketing in recent years: R$ 15 million. With the motto "New Packaging, Always Vedacit. All solutions in one brand", the company will launch the changes from this month.
"In addition to strong communication at points of sale, representatives will count on the support of digital materials and reinforcement in social networks. In the media, radio broadcasts are planned, starting in August, and TV, in October", says Bruno.
Being considered an essential sector, civil construction has not stopped completely. With this, to meet the demand that remained active, Vedacit's production line also did not stop, although stores in some Brazilian cities closed. "We respect the limitation of each state, following the rules of state governments, ensuring our safe performance for both employees and customers," says the company's marketing executive.
According to him, Vedacit's performance during the pandemic exceeded expectations, considering the economic scenario. "An example of this is that in June we had a great performance, with record sales and a 32% increase in sales, even surpassing our goal set before the pandemic, which was a growth of 28%," he adds.
During the pandemic, Vedacit also revamped its website and debuted the Téo chatbot. The launch of the service via WhatsApp, which was scheduled to take place later this year, was postponed to the beginning of 2021.
"With the arrival of the pandemic we created a situation management committee, which conducted a careful study for the reorganization of expenses and managed to reduce about R$ 10 million with the realignment of actions. In conclusion, some initiatives ended up postponed to next year", explains Bruno.