Blue band

Source of nutrition for more than 80 years

Originally manufactured in the Netherlands for export to the UK early in the 20^th century (hence its English name) Blue Band was finally launched in its home market in the 1920’s and rapidly become one of the Dutch cornerstone brands.

In Indonesia, it was launched in 1934, as the first Unilever foods brand in this country. Brief history and important years for this brand:

1934: Launched in Indonesian market 

1978: Launch 1st TV campaign “Make their day a healthy day”

1987: Launch 2nd TV campaign “Make their dream come true”

1992: Launch Blue Band Special - Refrigerated Margarine (delisted in 1997 - low volume)

1998: Crisis - launched sachet (affordable pack) 

2003: Relaunch with new packaging & proposition of “Taste & Nutrition”

2004: Communication on new proposition of “Creating a happy journey of Growing Up”

2005: Drive consumption through increasing relevance in Cooking

2005 : Drive consumption through increasing relevance in cooking during non festive, re-excite Baking during festive

Indonesia’s Blue Band won award

In 2004 & 2005, two consecutive years since margarine included into customer satisfaction survey conducted by SWA (one of leading business magazine) and Frontier, Blue Band awarded “ICSA (Indonesia Customer Satisfaction Award).

In 2005, Blue Band awarded Packaging Consumer Branding Award as “Outstanding” category, conducted by   SWA magazine, Mix magazine, Landor, dm Associates, and Imago School of Modern Advertising.

These awards showed the commitment of Blue Band to deliver the best to its consumers.

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