Ovaltine is reintroduced with new advertising but the same old orange jar. Sales of the century-old, malt-extract, milk flavoring powder doubled in the first 100 days. Coca-Cola brings back the 40-year-old Fresca brand of citrus soft drinks with a graphics makeover and new flavor combinations.
There are times, though rare, that a repositioning the competition strategy is not to hang a negative on them, but simply to put your lead competitor in its place—or, shall I say, in second place? This was the case in a project we did for the producers of Spanish olive oil.
Price is often the enemy of brand differentiation. By definition, being different should be worth something. It’s the reason that supports the case for paying a little more for a product or service, or at least the same amount.
