Noluma International – Light Protection Launch

When Chemours, (a division of Dupont) developed a new system for light protected packaging called Noluma, the company chose Vermont to host their international launch based on the state’s reputation for quality and innovation in the food industry. And they chose The Imagination company to create and manage all aspects of the introduction.

We began by developing a proof of concept campaign focused on Jersey Girls, an artisanal dairy in Southern Vermont, in order to show how the brand and approach could be carried forward to markets throughout the US and abroad.

The roll-out itself started with an early summer farm-to-table event hosted by Noluma leadership along with our team at the Barnard Inn, attended by business and political leaders, nutritional experts, farmers, educators and media.

We then launched a branding campaign that included web development and a media and PR campaign featuring statewide broadcast and print as well as digital and social media. We also created an ongoing, direct engagement campaign that capitalized on Vermont’s busy tourism season, allowing us to interact with and demonstrate the brand to visitors near and far.

The second part of the campaign was creating “a story within a story”, documenting the summer long effort in order to produce a film case study to tell both the story of Noluma’s breakthrough technology and how it was received by a wide range of people – both geographically and demographically.

Noluma went on to launch in the UK, China, Greece and India using the new brand and the Vermont case study to promote the system worldwide.