U.S.: NMB launches new mango branding strategy

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U.S.: NMB launches new mango branding strategy

The Florida-based National Mango Board (NMB) has adopted a more dynamic style of marketing to bring the fruit's vibrant and delicious flavor to life in the minds and palates of consumers. 

The new brand identity and strategy 'Go Mango! The Super Fun Superfruit' draws on consumer insights with inspiration from mango growing regions where sunnier, more vibrant colors evoke fond memories. 

The creative aspects of the brand and its style were developed following both qualitative and quantitative consumer research exploring the emotional and functional benefits of mangoes.

The new brand design will work seamlessly across all consumer campaigns, digital platforms, retail and foodservice channels, as well as industry outreach efforts. Along with the fun, the NMB will continue to highlight the versatility and nutritious attributes that makes mangoes a top choice for shoppers. 

The rollout has begun and was recently seen at the SEPC Southern Exposure and digital trade advertising, as well as NMB social channels.

“Mangoes have been on a fantastic trajectory, with volumes and consumer acceptance growing year over year,” stated NMB marketing director Valda Coryat.

"We believe that the pops of color, playful imagery and composition of the new brand style will evoke fun memories and inspire more U.S. consumers to relive and share their super fun experiences and boldly delicious mango recipes with friends and neighbors! Mangos bring fun, pure joy and ultimately happy memories."


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