I can’t believe it’s Italy

Posted by Steve on Feb 27th 2013 in: Condiments & Sauces, How brands grow... on shelf

Several Vegetable Oil Bottles on Shelf

Oh dear, do these look like they ran down the same factory line this morning or what? Mazola feels like the true owner of a bottle (albeit cost-optimised  to obscurity) based on its corn heritage. Sharing a bottle has benefits of course, but here we’re seeing mainly the drawbacks – no system to explain how these brands might be a strategically planned range, and a cheap watercolour Tuscany that combines with the contrived name to shout ‘commodity’.

Hard to do a good cliché when half the pack tells a different story.