Godfrey Develops and Launches New Global Brand for MLC

MLC, a leading global supplier of high-calcium lime products and technical solutions formerly known as Mississippi Lime Company, partnered with Godfrey for B2B branding and marketing communications to support the recent launch of its new global brand. The Godfrey team worked closely with MLC, conducting extensive research and developing an updated brand strategy, including positioning, go-to-market strategy and creative execution of the new MLC brand. Godfrey also helped launch the brand with a paid media campaign and public relations.

“Godfrey worked hard to understand our business, where we’re heading and how to help us achieve our goals. You could see that come through in everything from our strategic positioning to the refined brand expression,” said Jenna Blankenship, global communications director at MLC. “Everyone at MLC is really excited about the new brand.”

The company’s brand transformation reflects MLC’s progress as an international lime solutions partner with an unwavering commitment to safety, sustainability and service. With over a century in business, MLC has built a reputation on providing the highest-quality calcium products and services to help customers in a wide range of critical industries overcome their challenges. The new MLC brand gives the company a platform to cultivate and promote its key strengths as it expands its global footprint with a diversified, reliable network of production and distribution facilities in the U.S., as well as in the U.K. through its Singleton Birch business.

“We’re proud to help industry-leading companies like MLC take their brand, and their business, further with solid strategic direction and positioning coupled with strong creative and a forward-thinking marketing and PR plan,” said Erin Michalak, senior vice president and partner at Godfrey. “It’s been a very collaborative partnership, and we can’t wait to see what MLC does next.”

Read more about how Godfrey supports clients in industries such as building materials, chemicals and manufacturing on our industries page.