Stella Artois demonstrate brand alignment is key when launching spin-off brand
by Andy Pilkington on 19th April 2012
Stella show that using an established community to promote a spin-off brand need not alienate an existing fan-base, as long as the new brand is correctly aligned with the orignal one.
Lynx attract women with first female product, but risk alienating existing male fan base
by Andy Pilkington on 31st January 2012
Lynx’s launch of its “For Her” range shows that Facebook is a great medium to reach new consumers, but that serious brand repositioning risks alienating existing fan bases.
Pizza Hut India Facebook fans prefer status quo, despite attempted brand repositioning
by Charles Allison on 10th August 2011
Pizza Hut India's exclusive ad launch shows marketers that Facebook fans can usually be relief upon for positivity, but may be a more difficult audience when it comes to brand repositioning.
Consumers reject Perrier’s edgy image because it is too divorced from the product
by Lawrie Doran on 22nd June 2011
Perrier’s “steamy” YouTube campaign shows the dangers and benefits of promoting a brand image that is perceived to have little relation to the product. While consumers criticise Perrier’s “inappropriate” marketing, this criticism provides a talking point, engaging consumers with an otherwise unassuming product.
Nestle’s Milky Bar re-launch is too radical for target market
by Matt Harrison on 9th August 2010
Nestle has re-invented the Milky Bar Kid as part of an integrated campaign to promote its new Milky Bar raisin and nut.Our analysis shows that the campaign’s target audience, people who remember the classic Milky Bar kid, react negatively to such a radical re-invention of a campaign and product that they regard as a “childhood relic”.
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