j? К. Case study

Case 1. Examples of Rebranding

The multinational company Pamp;G was required to reformulate Lightdrink after a 30 % 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.

To overcome the difficulty the company is trying a Rebranding strategy, which includes the following measures:

• Pamp;G has signed up a pop group for a ? 2 m summer promotion for fruit drink brand Lightdrink. The partnership with the group is the cornerstone of a ? 12 m Lightdrink re-launch;
• buyers who save eight labels from Lightdrink products will be able to send them in exchange for an exclusive compact disk;
• the promotion will be supported by a TV advertising campaign;
• the package is to be re-designed.

Case 2. Coca-Cola to Rebrand “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 ? 4 m 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.

K.l. After reading the cases form two groups of marketing analysts. Brainstorm other measures aimed at successful re-branding for each company. Then meet as one group and select some of the best suggestions for further activity.