Miracle Whip – finding its feet?
Miracle whip was created in 1933 as a cheaper alternative to mayonnaise, and supposedly took its name from the machine that blended the ingredients.
Its design has zigzagged recently, first to a retro look, then contemporised in a squeezy bottle. Aiming at a younger demographic, both re-designs are more distinctive and impactful than the old, middle of the road pack.
But is the quick re-work indicative of the retro pack’s failure to chime with the target consumer? It is always fascinating to see a major brand shift its centre of gravity, then re-balance to find its feet.
In contrast, Heineken is a fine example of a brand that has incrementally re-worked its equities to keep the brand relevant without dramatically changing its essence.