Battery specialist Johnson Controls recently revised its VARTA brand with a new logo, a new slogan, new product design and a completely revised online presence. The new look was very much in evidence this week at the Commercial Vehicle Show at Birmingham last week.
With this campaign, Johnson Controls says it is investing in the future. In a market that has undergone constant change over the years, the VARTA brand comes across as contemporary and innovative.
The guiding principle, “It all starts with VARTA”, reveals its leading market position in the field of starter batteries – and refers back to the trust placed in it by customers and business partners alike, Johnson Controls says.
With this revamped identity, VARTA says it is supporting wholesalers and partner workshops, with the Europe-wide media campaign bringing the brand closer to customers.
“We want the VARTA brand to enjoy an even better position and demonstrate that our technologies truly pave the way for the sector,” says Mike Hall, Country Manager. “The campaign is designed to encourage our wholesalers and workshops to offer high-quality VARTA products – and services to match.”
The brand’s evolution is reflected in its new look, from the logo and product design through to the online presence. “In this way, we’re sending a clear signal – that VARTA offers batteries and the services to match,” says Mike Hall. The brand therefore offers support, for example with the VARTA Start-Stop Service Programme (VSSP), to independent workshops in particular when it comes to Start-Stop battery replacements. In actual fact, the installation and replacement of these rechargeable batteries is taking on ever-greater significance. With the Start-Stop AGM technology and the PowerFrame® grid integrated into the batteries, VARTA offers innovative solutions in this area.
New online presence
In future, the completely revamped VARTA website will be a reflection of the brand’s global alignment. The new online presence has been optimised for higher search engine visibility, with navigation fast and straightforward and information on all products and services comprehensive. With the new product and retailer search function, customers will quickly find just what they’re looking for.