case study - examples of re-branding
Introduction
The following mini-cases provide examples of businesses 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) has signed up pop group SClub (formerly S Club 7) for a £2m summer promotion for fruit drink brand Sunny Delight. The partnership with SClub is the cornerstone of a £12m Sunny Delight re-launch in 2002. It is 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 includes a new track called Hey Kitty, taken from the next SClub album, and also features interviews with the band recorded for Sunny Delight on the set of the SClub television programme.
The promotion will be supported by a TV advertising campaign also featuring SClub, and an SMS text messaging campaign.
Why has P&G needed 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.
The new Sunny Delight will be available in four sugar-free flavours and its packaging has been redesigned.
Lego axes sub-brands by re-branding its entire product range
Lego is re-branding its entire product range and introducing a new slogan to simplify what the Lego brand stands for. Lego says that in the past, consumers have been 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 will be 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.
Lego also plans to open a chain of branded retail stores, beginning with one in Cologne and a second in Milton Keynes.
AA re-brands to emphasise the width of its product range
The AA (formerly the Automobile Association) has announced that it intends to spend £22million on re-branding aimed at emphasising the width of its product range.
In an effort to be seen as more than just an emergency breakdown service,
the AA wants to re-position itself as a multi-product business.
As part of the re-launch, a £12m advertising campaign will using the
strap line"Just ask". The advertising campaign will explain to
consumers that the AA provides 160 different products and services, including
insurance,
car servicing, maps and travel books.
The new “Just Ask” strap line will be carried on all the AA's communication, including its web site, membership cards and direct mail.
The positioning will encourage the cross-selling of AA products, and the company's call centres have been given technology to enable them to sell and answer customer queries on all AA products.
The AA’s previous strap line was "To our members we're the fourth emergency service."
Coca-Cola to re-brand 'diet' fizzy drinks
Coca-Cola in the UK is poised to change the brand names of Diet Fanta and Diet Dr Pepper to Fanta Light and Dr Pepper Light.
The company is also launching a Fanta Icy Lemon Light variant in the UK before the end of the year, which observers believe could be the springboard for the change.
The re-branding is designed to bring Coca-Cola’s UK product range in line with branding across the rest of Europe. However, Diet Coke is expected to retain its name as significant money has been invested in establishing the brand since its UK launch in 1983.
Coca-Cola spent more than £4m on Diet Coke in the year to June 2002 (Source: Nielsen Media Research). The brand is called Coca-Cola Light in France, Belgium and other European countries. Coca-Cola brands Lilt and Sprite already have "light"-branded variants in the UK.
A sales promotion was launched for the Diet Coke brand in August featuring an instant-win, top prize of £100,000. All Diet Coke bottles are coloured silver for the campaign and it has been supported with outdoor and press advertising.
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