Cause and effect

Organic Initiative is a great cause-driven brand and it had definitely grabbed shoppers’ attention with its protest slogans on pack. However, one of the unforeseen effects of its upstart brand launch was that the brand itself was not seen. People bought the box with the slogan. Whose box? Who knew? It was time for Oi’s next stage of developmental growth. With a careful reprioritisation of the brand’s signatures and a newly nurtured logo, Oi is ready to take on the better world it fights for every day with even more purposeful products. Protecting what’s precious, with a powerful profile - that’s already having an effect on sales.