Rebrand backfire?

Posted on 21/10/2013 by Karen

Being gluten free, I have limited options when it comes to sweets. So you can imagine how upset I was when I rocked up to my local health food store to get my gluten free licorice and discovered it wasn’t there. Not happy. There were 2 brands there — one I had tried before but found too salty and one I’d never seen before.

Now, I’m a wordsmith, so you’d think that I’d remember the brand name of things. But no. I’m really visual. So I can describe the packaging to you to the n’th degree but can’t for the life of me remember what the brand name is! Which can get quite frustrating. I asked the owner of the shop if they knew if this new-looking purple pack was a rebrand of the old red and yellow and black and white pack but they didn’t know. The price was the same so I just bought the purple pack and hoped for the best.

Turned out they were my old favourites, but I wonder how many other customers out there were also confused and I am guessing that Licoriceland may have lost sales. Don’t get me wrong — I am not against updating a look that really needs it, but there is always the danger of alienating or losing your existing customers.