New Post (180): Whatever happened to “brand surprise” ?
A story from an aerated beverages company that prides itself on innovation and innovision -------- and being in synch with consumers.
A brand manager for this leading beverage company observed that consumers relate specific colors with specific flavors.
He was keen to put a twist on the insight……….and make “brand surprise” a part of the offering.
His recommendation to scramble up the color and flavor equation was met with a wall of resistance. (within his organization).
Why does an orange flavored drink have to be orange. Why can’t it be a turquoise blue ?
Why can’t a strawberry flavored drink be in a cola brown.
And so on……….
The element of discovery by consumers and the resulting surprise on each occasion of consumption could well have been the strength of the brand.
People have an innate urge to take a gamble. This is as significant an insight as can be.
The brand manager got moved over to sales administration. (the concept was not even given a chance to be tested)
That’s how the “colors strategy” died.
Charlie Brown
