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The launch strategy is a fairly new phase for most consultancies now, because of what happens now when a brand is reintroduced to the market. And we’ve seen that happen now for the last 20 years. Think back to when Tropicana rebranded at the beginning of the 21st century. Consumers were so dismayed that there were boycotts, there were change.org petitions. And six weeks after a massive redesign, Tropicana went back to the package they had before the redesign. And that package is the same package that has been in the market ever since. 20 years, the same package. And that has been used as an example of what can happen when consumers are upset about a change. But consumers are almost always upset about changes.
The two most successful launch strategies of the past 20 years include the Starbucks redesign, which was really well crafted. Their launch strategy showed four cups, each cup had a logo on it. That showed that the brand has always been evolving over their many decade history, but the product has always been exceptional.
The other more recent redesign that I think was launched really excellently was JKR’s redesign of Burger King. They made it very clear why they were hearkening back to the brand’s roots and going back to a logo iteration that was changed, but also weighed heavily on the brand’s legacy in a way that delighted and thrilled and excited consumers. I would say it’s probably the most successful redesign in the last two decades. Launch strategy executed to perfection.