TORONTO, April 25, 2016 /PRNewswire/ - Hotspex conducts research into Coca-Cola's massive strategic shift. Dubbed 'One Brand' by the beverage giant the move is the biggest strategic move by a CPG to date for 2016. Hotspex surveyed over 1,800 Americans about brand assets in the category and leveraged the expertise of industry thought leaders to deliver a leading edge brand study on a seismic shift in Coca-Cola branding.
Hotspex is a global brand-building partner for 15 of the top 20 advertisers. With a specialty in branded asset analysis and brand strategy.
What the study found
The market is dominated by consumers with repertoire purchases. A total of 72% percent of consumers in the Hotspex study bought both Coca-Cola and Pepsi within the past 3 months. For people who shop by varietal, the 'One Brand' packaging runs the risk of disrupting a decision made on autopilot. Now they will be forced to make a more intentional choice, requiring more mental effort.
What the experts had to say
"I love the simplicity of utilizing the powerful iconic brand cues in a world of complicated packaging labels."
- Janine Keogh, former VP Marketing at Mondelez International Inc., and current President of Unleash Partners
"Disrupting autopilot behavior could be dangerous for a brand like Coca-Cola. Any confusion, or worse frustration, at shelf can increase the odds of shoppers choosing competitive brands that offer the path of least resistance for the fast, instinctive and emotional "System 1"."
"the prominence of the Coca-Cola script on the current packaging already supports core associations with the master brand."
- Dr. Dan Young, former behavioral scientist at The Procter & Gamble Company
Strategy is about choices and Coca-Cola has bet on rebuilding memory structures for the master brand by focusing marketing efforts to capitalize on the equity that it has developed for the last 100+ years and to try to convince us that we should all be Coke drinkers.
SOURCE Hotspex Inc.