Ladies, put on your sunglasses!

The cooking oil business seems to be a good one. This is why we have seen a flood of imported and private label products on store shelves in recent years, often with labels written in various Slav languages. Bunge had also noticed that there seemed to be a boom in the cooking oil market. They came up with the idea of introducing family size units into the market. This was a great idea, because it was suited to Hungarian cooking habits and the large sizes towered over the one litre bottles of competitors. Later, they took steps to make the smell of oil less intense and to reduce foaming. They also invented the “kitchen fairy” for the sake of effective media communication. Competitors reacted by introducing labels which promised far more than would have been appropriate for the products. Anyway, who wants to wear a track suit, when you can get a three piece business suit for the same amount? As appearances had gone through quantum leaps, Vénusz had to follow the example. The time had come for message to replace information on labels. Research had shown that the name and the sunflowers were the dominant graphical elements in the label, the others were not important. The old logo was exactly like a Christmas card from 1978, while the background graphics were also long doomed for extinction. Eventually, the marketing department opted for a completely new graphic concept, which was a brave decision for such a big brand. This is when the logo became a key visual instead of a generic script. It is like the sun itself, shining through sunflower leaves in Toscana. There should be no active, health conscious, urban housewives of status B or C, with families, between age 25-50 who can resist such a visual temptation. We hope they cannot, because our society is quite united regarding what good cooking oil should be like. Well, ladies (and gentlemen), put on your sunglasses and take a look at the new Vénusz!