That's
not entirely true of course. Graphic
designers notice. But for the rest of
us, packaging changes come and go and are rarely acknowledged.
Unfortunately
mistakes transcend complacency. When Tropicana
changed their packaging in 2009, sales dropped 20% in less than two
months. (Zmuda, 2017)
Of
course their situation was a bit worse since their packaging change meant that
I could no longer recognize my favorite product on the store shelf.
But do
I really need to be reminded of my figure flaws every time I moisturize? That doesn't sound very empowering to
me. And for a brand that prides itself
on appealing to real women? What were
you thinking?
The
consumer insight for this brand was that only 2% of women think they're beautiful. Based on this Dove said they wanted to expand
the definition of beautiful. How does
this move accomplish that? Seems like a
clear case of body shaming to me.
At
least it's a limited edition, in the UK.
But that didn't stop Twitter from weighing in.
You
can see the tweets here...
Now
we'll let the market decide. I can't
wait to see what happens.
Zmuda,
N. (2009, April 2) Tropicana Line's
Sales Plunge 20% Post-Rebranding. adage.com.
retrieved April 3, 2009, from
Beer,
J. (2017, May 8) Dove Matches Its New
Body Wash Bottles To Your Body Type - UPDATE - And People Hate it. fastcompany.com. retrieved May 12, 2017, from
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