Tricia Wilkinson, Marketing Manager, Roxdale Foods
Should they maintain the brand or should they cut the product from their stable? Brewtec employed the BrandLogic process to assess the incumbent brand and pack system to determine if their was any value to retaining the current equity.
After analysis, BrandLogic reported that the current pack design was missing opportunities in several fundamental areas, the basics had been adhered to but the emotional appeal of the product and the underlying psychology of the purchasing process had been overlooked.
The perception was that we were dealing with a price sensitive market, after all, why would you be making your own instead of ready made?
We asked several key questions of Roxdale management...
• Is the product commodity or entertainment?
• Will it increase the purchasers status?
• Does it taste good?
• Is it natural?
• Is it actually cheaper than buying from shelf?
• Is it patriotic?
Some of these questions were obvious, and some were less so, the reason we asked was that they were not addressed at the point of purchase.
So what does the entertainment factor have to do with a cheap brew?
We proposed that the general target market (35+ male) purchased not from economic reasons but more to further extend their communal value as the good host, entertaining friends and relatives with the fruits of their craft, We must reward the ‘craftsmanship and mystique of the master brewer’ and celebrate the ‘glory of the provider’.
Roxdale saw the value of this approach and BrandLogic were given the task of redesigning the package system.
We carefully crafted a solution to address all of the above issues BrandLogic entered into the design phase and added a more honest Antipodal personality to the typography (the previous pack had been described as too British), as well as adding a strong craft and enhanced flavour appeal through careful application of graphics and photography.
A reported increase in sales of 25% over the first quarter of the revised pack being launched onto shelves. This saw Brewtec not only being retained but shifting into one of the more valued brands in the Roxdale stable.
This project was viewed as more than a repackaging exercise and applied the system of brand theory that is at the heart of the BrandLogic philosophy of discovering hidden values of the brand and unearth the triggers that influences and reassures the purchaser.