This year, we observe the continuity of global brand refreshments. Some ABC lessons are worth taking into account. Last year we saw Kellogg’s and Carlsberg, this year, Cadbury and Heinz have similarities in their quest to masterbrand their portfolio. Lessons:
A - the main focus is on the refinement of max 1-2 key visual assets.
B - in modern trade and e-commerce colors are becoming the most critical trap for buyers with falling attention. Brands are betting on the monumentality and shelf impact of large areas of color.
C - brand heritage / positioning is reflected through secondary rather than competing design details.
D - SKU peculiarities / tastes are revealed through moderately playful graphics or photos. Every detail helps to spread the positioning.
E - visual claiming diet enabled. The benefits of the brand or SKU are told in a more exciting way and shape.
Conclusion: the introduction of new products / lines is a critical driver of innovation in the short-term, but leads to the fragmentation of the masterbrand image. So after a long-term, comes the time for strategic reversal and refinement. I bet that we should expect the following actions from the Baltic FMCG leaders soon.