Most companies have issues with their products at times. Usually they don’t correct them unless they are considered to be significant and could have a direct negative impact on sales.
You could argue that this will always be the case sooner or later, so better resolve them as soon as they are discovered. Some companies however are creative enough to turn what others might see as an issue into a competitive advantage. Let me give you a couple of examples.
Pringles Freshness Seal
Most consumers associate bulging lids and packs with a product that has deteriorated in some way. This is not at all the case of Pringles, for which a bulging seal under the plastic cap is a sign of freshness apparently, or at least is a normal phenomenon.
What I love about the br and is that whereas in the past the seal’s surface was used for communicating promotions and competitions, it is now used to send a positive message to their consumers about this situation.
On a pack I recently bought the seal was printed with the words “Bursting with flavour”. How is that for making a positive out of what might have been perceived as a negative? I love it! It adds to the br and’s image and also to the taste and pleasure expectations for the consumer who is about to open the pack. I can imagine that this came directly out of consumer insights, to answer a query about why the seal was always bulging, which as I already mentioned would usually be associated with a product that had “gone off”.
The strange taste of Marmite
Another well documented example of a product that converted an issue to its advantage, is that of Unilever’s Marmite. Marmite claims to be a nutritious savoury spread, although non-Brits would describe it more as a very strange tasting concoction. Even UK consumers are divided in their opinion of it; they either love it or hate and there is apparently no half-way sentiment here.
Marmite created a very successful campaign around this love / hate relationship with the product which has now become a social phenomenon, and this divide has even been emphasised in their advertising and on the web. In the UK they even sell Marmite flavoured food – chocolate and cashew nuts – as well as br anded T Shirts, Kitchenware, Books, Cooking, Merch andise and more. How would you like your consumers to pay their hard earned money not only for your products, but for br anded promotional goods too?
In 2011, Unilever took the love / hate relationship into the kitchen, by developing and sharing simple recipes using Marmite for people who hate to cook. Each commercial of the campaign, called “Haute Cuisine, Love Marmite Recipes” ends with the “u” in Haute being blocked by a jar of Marmite, making “Hate Cuisine” and continuing the love / hate theme with which Marmite has become associated. If you would like to see some of the ads from the campaign, you can find them here and their website is www.marmite.co.uk .
These are just two examples but there are many more br ands that have turned a negative into a positive and made it an appealing competitive advantage. Does your br and have an issue and if so could you turn it into a strength? Do you have any other examples you can think of? I would love to hear about your ideas.
For more ideas on br anding check out our website: https://www.c3centricity.com/home/engage/