How Brand Re-inventions Keep the Consumer Coming Back
A consumer’s perception of a brand is pivotal to that brand’s success. With so many great marketing campaigns out there, consumers can be easily lured to greener pastures. Here at Think OTB, we’re taking a look at the campaigns that have given brands a new lease of life. We explore how brand re-inventions have revitalised and provided companies with that all important consumer-pulling power.
1. Aldi: “for the savvy shopper”
When German discount supermarket Aldi first hit the UK, it was seen as the budget supermarket for those looking for a bargain on often unknown brand names from the continent. However, in recent years, it has seen off the competition, beating the UK’s other supermarket giants in the popularity polls.
The average Aldi shop consists of 16.9 items, compared to 16.6 at Tesco, showing that Aldi is a viable destination for a full weekly shop. So, just how has it turned things around?
Firstly, Aldi focused on attracting new shoppers with a focus on the quality of the products, showing customers that they need not spend a fortune to get the quality they desire. To do this, they launched their “Like Brands” message across their advertising campaigns and social media, showing their products offered the quality of the big brands at a fraction of the cost.
To ramp up the social media drive even further, it launched its #AldiChallenge, encouraging customers to complete their weekly shops at Aldi and see how much they could save. Now, Aldi is the place where the savvy shopper goes to scoop a deal.
Keys to success
- A strong, price focused advertising campaign
- A social media campaign that challenged and engaged the consumer
2. Wonga.com: “for the sensible borrower”
Wonga.com has been perceived by many as a heartless pay-day lender, taking advantage of its customers. So, Wonga’s marketing director Darryl Bowman had quite the job. He started by trying to improve Wonga’s brand reputation through a series of ad-campaigns and a real emphasis on the brand’s strapline, “Straight talking money”.
A trio of elderly puppet characters, called ‘Wongies’, who are humorously comfortable with technology, initially gave the brand a bit of personality. This campaign initially came under fire, with many arguing it appealed to young children, in turn constructing the irresponsible borrowers of the future.
Today the advertising campaign, website and social media channels have taken a new tack. The people shown to be borrowing from Wonga wear suits and have well-decorated homes, filled with happy families. The colours and shapes it uses on Twitter, Facebook and its website are sharp, with a cobalt blue giving the channels an almost clinical feel. Wonga is now presenting itself to be a serious and respectable business, lending to those “grown-up” enough to borrow sensibly.
Keys to success
- Ongoing brand advertising campaigns
- A sleek website
- Tidy, uncluttered social media pages
3. Marks and Spencer: “for quality, on-trend food”
Eleven years ago, Marks and Spencer launched their ‘Not Just Any Food’ campaign. Yet, with the help of a recession and the rise of budget supermarkets, Marks and Spencer needed to make sure people were still heading to their stores for the occasional treat and some great quality, and on trend, food.
So, they launched a new campaign that they believed would “tease the nation’s increasingly discerning taste buds”. To lure customers back to their stores, they launched their “Only M&S” campaign. It used language that focused on the food itself as opposed to its price. M&S showcased the sensuality of their food in their advertising, using never been seen filming techniques. They made even the simplest of ingredients appear to be of the highest quality. The new look was rolled out in store across food halls, and the delivery fleet underwent the same brand re-inventions. Combined, it gave M&S a fresh and tasteful appearance.
Keys to success
- High quality production values in photography and TV advertising.
- A new image for the store, social media channels and delivery fleet.
Need some help creating a campaign that will breathe some like life back into your brand? Contact OTB to see how we can help with all your brand re-inventions and creative needs.