We hear a lot about brand stretch and brands known for one particular sector in supermarket moving into an unfamiliar sector.
Whilst it often makes sense from a business point of view as it’s much easier to support one brand rather than multiple brands, it can be quite a stretch for consumers.
Have a look at this pack from Yeo Valley. Consumers will instantly recognise this brand from the dairy aisle but it’s quite a mental leap moving sideways into soups, particularly using similar structure to that of the sector is better known for.
In situations like these, it’s often better to introduce sub branding so that the product feels like a whole new offering and the parent brand act as an endorser rather than a lead
Always try and take the shopper with you rather than create confusion
#Marketing, #Design, #Branding, #Packaging
