On a recent trip to New York we noticed that all Bud cans have had their brand name replaced with ‘America’. The idea of ‘disruptive packaging’ often leads marketers to transform their packs for promotions and other activities with good intentions – but often come with unforeseen consequences.
Before making any changes to your packaging, it’s vital to understand how customers identify and recognise your brand. Perhaps the most famous case study of this principle being over-looked is Tropicana – whose decision to drop the Orange with a straw resulted in 20% loss in value share (before the old pack was returned). As much as consumers claim they like change and ‘new’ – we are at heart creatures of habit – we like things that are familiar and quick to find.
We can’t speculate on if and how much the name change will impact recognition and findability of Bud – but it did take your correspondent a moment to realise the brand (see below).
Our advice is simple – before making pack changes – measure your distinctive assets i.e. how do your customers identify and recognise your brand. Be careful about making dramatic changes.
Further reading: Measuring Your Distinctive Assets