The rebranding of Charmin (MW August 2) identifies a serious problem faced by many multinationals. Charmin is a brand leader in the US but has no history in the UK. Although it is a Procter & Gamble (P&G) product, the brand could have been launched by anyone as far as the consumer is concerned.
Trying to take on Andrex – which with 30 years of consistent advertising/branding is almost an institution – P&G soon found that the only way that Charmin can sell is when it is on promotion. This is the very situation that it says it does not want, having long been an advocate of EDLP (every day low price).
Renaming seems to be a sign of desperation. True, consistent branding is the winner.