Case Study: Matson Humanizes Its Brand with MVNP

Matson humanizes its brand with MVNP

Matson, a leader in the shipping industry since 1882, faced a challenge as competitors began using similar "big ship" advertising, making it difficult to differentiate their brand. To humanize the company, the vendor MVNP suggested shifting the focus from vessels to employees to showcase the people behind the business.

MVNP developed a print and social media campaign called "People of Matson" that spotlighted employees in their local communities of Hawaiʻi, Alaska, and Guam, highlighting their personal passions and community involvement. This solution successfully grounded and humanized the Matson brand by portraying its team members as caring neighbors, effectively differentiating them from competitors.

Matson