Sometimes even market leaders need a refresh
The Blogfather gets fuelled up on Lucozade Sport and orders a kebab via Just Eat, as he looks at the merits of a couple of rebrands this week.
So when I saw that they had recently changed the design of their bottles, part of me whelped out in panic, as people do when their routines and favourite things change.
It may surprise you to hear that The Blogfather and his Associates play a bit of five-a-side. Rumours that we run a racket of fear, cowing all of our opponents so they lose on purpose are bang out of order. Our 100% winning record, whilst sauntering to the title in the local Monday Night League with a goal difference of +497, was down purely to our ability, and not because we had a, quite literal, ‘Chopper’ Harris in our ranks.
But I digress. Part of my pre-match ritual is to purchase a bottle of Lucozade Sport. Orange. Has to be orange. I once got a raspberry one and we ended up getting beat; clearly the drink was at fault for my pinged 60-yard back pass into my own top corner. I’ve always seen Lucozade as the top sports energy drink, I don’t consider buying anything else, and that is because they’ve spent a lot of time, and money, in building a great brand.
So when I saw that they had recently changed the design of their bottles, part of me whelped out in panic, as people do when their routines and favourite things change. But there was no need to be so silly. The bottle change is part of a re-branding (or brand re-alignment if you want to sound more Drumish) that is rather good and meaningful.
...if a company is seen to be investing a lot in their brand, in whatever way, it is a huge assurance to the consumer that the brand isn’t out to make a quick buck
With echoes of the highly successful ‘This Girl Can’ campaign, Lucozade is looking to encourage the public to be more active, setting themselves the target of getting one million people in the UK exercising more regularly by 2020, as part of the 'Made to Move' campaign.
Lucozade is the best-selling sports drink in the UK market, and wants to stay there, so the money spent is entirely justified. The new design has a more universal appeal, being attractive to a new generation of consumers driven more by personal, self-improvement goals. The new bottle actually features a new grip, designed with getting more people out and about and fuelled by their product very much in mind.
Rory Sutherland has made a tonne of great points over the years, but one that is pertinent here is that if a company is seen to be investing a lot in their brand, in whatever way, it is a huge assurance to the consumer that the brand isn’t out to make a quick buck. Hence why people will pay slightly over the odds for a more well-known brand than a less familiar brand. This is why he recommends brands advertise on TV and shirk digital’s promise of advertising cheaply.
It goes a little bit ‘Halifax’ at the end, but is still a great piece
Lucozade Sport has certainly done this. You can watch the advert above. It goes a little bit ‘Halifax’ at the end, but is still a great piece. But, when you invest in getting the director of photography from the Batman Begins and Inception movies, then you would be disappointed in an end product that was anything less than great.
The Lucozade Sport rebranding is somewhat subtle, yet another rebrand revealed in the last couple of weeks is a bit more dramatic; from Just Eat. With over 65,000 restaurant partners, 14 million customers and 2,500 employees around the globe, Just Eat were the pioneers of online food tech. But the market is getting a lot more competitive, with the likes of Deliveroo (who have themselves also recently rebranded) eating into Just Eat's market share. The food logistics industry is inherently linked to technology, so being caught napping will result in greater lost ground than in the sports energy drinks sector, by comparison.
Venture Three handled the rebrand, and the new visual identity introduces a multi-coloured spectrum background, “alluding to the diversity of food choices,” says the agency.
Just Eat’s new identity is a dramatic change; clear, bright and befitting of a business that has really gone into the stratosphere of the big boys in the last few years. Venture Three handled the rebrand, and the new visual identity introduces a multi-coloured spectrum background, “alluding to the diversity of food choices,” says the agency.
It has been simplified to make it stand out on everything from the app icon to the delivery bikes, and it looks well. It crucially looks equally at home across digital and print, and is a significant improvement on the old branding. The removing of the cursor is as much a sign of the changing technological times, with the move to mobile, as it is of improving the logo design itself. So the best never rest on their laurels, are not afraid to take a risk or two, or to spend a few quid, or change what is already a good product.
To be the best, you have to be perpetual pioneers.
You don't want to be like Yahoo, taking two years to realise that a cyber geek has pulled your pants down.