Miracle Whip – finding its feet?
08th June
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.
1 Comment
katie ewer
June 9, 2010 3:52 pm
hey silas have you seen the new Tiger beer packaging? guess you lot didn’t do it. noticed it because it’s close to home (Singaporean brand). Always lurved its distinctive quirky blue colour palette. But it’s recent redesign, presumably intended to contemporise it and make it appeal to a flashier international audience, has been a step towards blah blah seen it before generic beer packaging cues. What’s more, they’ve got a whole ad campaign about it, at least here in Singapore (who cares?). Perhaps the beer has an inferiority complex because so many bars in Singapore only serve glamorous european brands like Heineken and CArlsberg (!) and it’s succumbing to peer pressure… plus ca change what.
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