Babycham and the bath-water

On reading Sonoo Singh’s article about the planned comeback of Mateus Rosé and its attempt to “appeal to modern drinkers”, I couldn’t help thinking that we’ve been here before.

On reading Sonoo Singh’s article about the planned comeback of Mateus Rosé and its attempt to “appeal to modern drinkers” (MW last week), I couldn’t help thinking that we’ve been here before.

In the early Nineties, another instantly recognisable drinks brand decided it was out of step with current social values and went to great lengths to realign itself and attract a new generation of drinkers. Not only did the company reposition the brand through radically different copy and communication, it also took the decision to throw away all its visual equities, including the brand colour, the bottle shape and, crucially, the “doe” brand icon. In short, it changed everything but the name.

Babycham dispensed with one of its greatest assets: its icon. In

one stroke, it almost destroyed its brand (not to mention the company that owned it).

Babycham learnt its lesson and quickly reverted to the use of its iconic ‘Bambi’ and its trademark green bottle, an almost exact replica of the original.

Ask a consumer to picture the Mateus brand and they will immediately think of the bottle and distinctive label. You can rejuvenate a brand through communication without losing the brand trigger (remember Brylcreem?).

Whatever decisions are made to determine the future of Mateus, it would be wise not to throw the baby (heritage, credibility) out with the bath-water.

Trends come and go, but great brands go on forever (usually helped by their strong, iconic identities).

Don WilliamsChief executivePi GlobalLondon W11

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here