Data from over 74,000 supermarkets and convenience stores across the UK shows some interesting trends. The top selling brands reveal much about eating habits.
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Coca-Cola
Warburtons
Walkers
Hovis
Cadbury Dairy Milk
Nescafe
Andrex
Lucozade
Kingsmill
Robinsons
Examples of businesses (past and present) that have taken a decision to re-brand an existing product in an attempt to boost sales or reposition the brand in the eyes of the customer.
Sunny Delight re-launches with SClub
Procter & Gamble (P&G) signed up pop group SClub (formerly S Club 7) for a £2m summer promotion for fruit drink brand Sunny Delight. The partnership with SClub was the cornerstone of a £12m Sunny Delight re-launch in 2002. It was the first celebrity tie-up for the brand.
Buyers who save eight labels from Sunny Delight products will be able to send off for an exclusive SClub CD. The CD included a track called Hey Kitty, taken from an SClub album, and also featured interviews with the band recorded for Sunny Delight on the set of the SClub television programme.
The promotion was supported by a TV advertising campaign also featuring SClub, and an SMS text messaging campaign.
Why did P&G need to re-launch Sunny Delight?
P&G were required to reformulate Sunny Delight after a 35 per cent drop in sales following comments from the Food Commission over the effect of the brand on children's health and criticism that the product was packaged to look like a fruit juice. Also claimed to turn children orange if they drank too much Sunny Delight
The new Sunny Delight will be available in four sugar-free flavours and its packaging has been redesigned.
Original Packaging
Logo change
statistics
Lego axes sub-brands by re-branding its entire product range.
Lego is re-branded its entire product range and introduced a new slogan to simplify what the Lego brand stands for. Lego says that in the past, consumers were confused by the different sub-brands, such as Lego Technic, Duplo and Primo, and not realised that they were all part of the Lego group.
From the start of 2003 all products will be grouped under four new categories:
• Explore • Make & Create • Stories & Action • Next
Each of these new categories is represented by their own set of colours.
The new product structure replaces the previous branding structure which largely categorised Lego products by target age range.
At the same time, a new slogan called "Play on", will come into effect, replacing "Just Imagine". It is meant to represent the five values behind Lego: creativity, imagination, learning, fun and quality.
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