After I wrote Organic Valley’s tagline “Bringing the Good,” the opportunity to name a new single-serving milk came along. The audience was moms who want to pack healthy, nutritious lunches for their kids and not have to worry about things like artificial ingredients or synthetic hormones. The winning name, “Good to Go” nicely piggy-backed off the tagline and communicated the organic goodness and portability of the product.
Organic Valley liked the name “Good to Go” so much, they later extended it into an entire line of to-go products.
When Organic Valley decided to introduce two new protein shakes, I had the opportunity to name them. One product was a high protein recovery shake targeted at fitness-minded individuals who are also ingredient-conscious. Since the fitness beverage category is packed with products that have lots of artificial, sketchy-sounding ingredients, I kept things simple and let the purity of the product speak for itself.
The second protein shake Organic Valley wanted to introduce was aimed at a primarily female audience of busy moms who lead hectic lives and are looking for healthier nutrition options on the go. This shake was less fitness focused than Organic Fuel and slightly lower in carbs. The name Organic Balance telegraphed the idea that it provides balanced nutrition and organic goodness on the go.