Page 2 - Branding Cottee's
Having successfully tackled a brand with a large range of products in one category (biscuits) we then looked at other brands with large ranges of products that were spread across multiple aisles.
Our theory was that the same Power Branding technique would work for a big brand which was sold in different parts of an overall supermarket in different aisles and categories.
The Brand we chose was Cottee's - a brand with ranges of products in the cordial aisle, jellies, toppings, fruit snacks, and jams - all large ranges in their own right, each range having a distinctive design look in its own right and sold in different aisles of the supermarket.
We called the project 'Project Bluestorm', naming it in honour of Stormin' Norman Schwartzkopf, the US General in the Desert Storm war with Iraq.
The project used all the principles of 'Power Branding', and Cottees brand still today retains the Power Branding design identity that we created, even though they have changed packaging designs several times. They even look our 'brand imaging' into advertising and promotional work.
In the process of re designing the whole image of Cottee's, we also changed its image too.
Cottee's was a brand that was well known, but largely identified with sweet sugar products. We changed that to link Cottee's with fruit - creating a Cottee's Blue look to all products sold under the Cottee's brand, and establishing its identity as a fruit based brand.
Colour coding was still used, but on a secondary level rather than primary level and we took lots of creative approaches to highlight the individual fruits of each product.
"The results were outstanding, with Cottee's suddenly being seen, rather than being in a sense invisible in the different aisles. The brand image that we had created worked even better than we had predicted."
The results were outstanding, with Cottee's suddenly being seen, rather than being in a sense invisible in the different aisles. The brand image that we had created worked even better than we had predicted.
Cottees today still maintains the Power Branding image today, even though the packs have been re-designed several times over the years
People who had always bought the cordial, suddenly saw their brand in Jams, and vice versa. It was the first time that Cottee's had used its power of numbers to create a strong single identity in-store.
Supermarkets were rapidly growing in size, and many were now locating inside Shopping Centres. Where in the past, a brand was only competing for visibility against a 100 or so other products, they were now fighting for space and recognition against thousands of products.
At the same time stores were implementing policies that stopped the use of point of sale, which had been used to create more presence in-store in previous years. Packaging simply was the only image dynamic in-store, and 'Power Branding' came into its own.
Article written September 2003
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