Why is Rebrand a Positive Move?
I like the attitude of Gina McCommon, vice president of The Double Cola Co., Chattanooga, Tennessee who is quoted in Packworld Magazine as saying “We are always working on updating our graphics,” she says. “As soon as we finish working on one brand, we move to the next.”
She obviously understands how keeping the Diet Double Cola brand updated helps give them every opportunity to grow marketshare when those opportunities come about. There’s no way a soft drink company can control or regulate brand positioning/marketshare opportunities as they occur in this crowded market dominated by the hulking presence of Pepsi and Coke. They can only be creative and ready as events play out.
And those who don’t keep their brands fresh miss those windows of opportunity.
For Diet Double Cola, the company went for a new handcrafted style that is sweeping many brand categories today. The redesign was guided by an intercept study which revealed their customers were open to a new style.
The redesign idea they came up with aligned with the notion that the market also wanted diet soft drinks to taste like a normal cola drink. They reformulated their drink to make it taste that way. Now they needed the packaging to reiterate the brand promise of having the great taste of a regular cola. The rebrand brought in freshness and the unexpected to the design along with better fulfilling key benefits sought by customers.
Here’s the new can and box design above. You can see it is contemporary. The can design is very eye grabbing, so let’s hope their customers like it. The graphics give it a more expensive look while not being too busy and distracting. The combination of dark blue with red highlights works well and the word “DOUBLE” is very visible. Never settle for the ordinary is worthy tagline too.
Things to think about as you consider a packaging redesign:
- Conduct surveys to be certain of customer’s preferences and impressions – find out what your current brand design means to them
- What brand values is your current packaging lacking?
- What is weak in your brand promise?
- What could your new unique value proposition be?
- Test out 3 different designs
- Do the visuals symbolize the brand values required?
- Does the design communicate the key benefits right away?
- Does your packaging overpromise?
- How will it be positioned against your actual competition on the shelf?
- Will new “green packaging” help you save money?
Let’s hope your current brand isn’t going stale. But would know it if it was?