Not something you see every day, a major brand taking the decision to remove their own branding colours from their own products. The Guardian reported Tesco ‘has ditched its blue-and-white striped Value label in favour of a new softer brand’ as a way of trying to ‘relieve consumers of the embarrassment of buying the cheapest products on its shelves’.
If it’s really down to the consumer being embarrassed, why are the other major supermarket’s own home brand ranges doing so well? I think it goes a bit deeper than this.
Tesco was the first UK supermarket to launch a Value range back in 1993. It was easily identifiable using their own branding colours of red, white and blue. Recently Tesco re-launched with the Everyday Value range as says David Wood, Tesco UK Marketing Director to “provide products that taste better, look better and are healthier.” Bringing a 20 year product line up to date has to be a good thing especially if they are of better quality and healthier.
“85% of shoppers place colour as a primary reason for when they buy a particular product.” - Source: KISSmetrics
So why did Tesco decide to ditch their own well-known, well recognised branding colours? Surely if your brand is well recognised you would want to maintain that brand recognition. This is only a hunch but I think Tesco thought the only way to successfully launch their new Everyday Value range was to distance themselves from the negative association of their current Value range. If consumers saw the same packaging and the same colours, would the range carry the same negative association even though the quality of the product had improved? Given 85% of shoppers place colour as a primary reason when they buy a product its highly likely this could happen.
And if that’s the case, this is not a position any brand (big or small) would want to be finding themselves in. A lost of brand recognition, identity and trust, which means a lost in sales – exactly the position Tesco found themselves in.
The irony seems to be Tesco’s own branding colours are no longer of value to put on their own value range. It may be worth Tesco’s while to review their own brand identity and instilled it throughout the company so their brand colours regain value…
So maybe it’s not the consumer’s embarrassment after all. What do you think? Will it change your perception of their new Everyday Value range?
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