The independent market analyst believes that simply rebranding packaging to leverage patriotism doesn’t necessarily work. However, the celebration and bank holiday will draw consumers to well-trusted, inherently British brands, regardless of marketing initiatives.
Mike Hughes, analyst at Datamonitor, says: “In 2010, Mars used a St George’s Cross on packaging in its World Cup campaign. However, Nielsen figures show that year-on-year the brand fell significantly in both value and volume. Therefore it isn’t enough to simply rely on decorative packaging and national pride to boost sales.
“The key message for manufacturers is that the products and brands that will witness the greatest increase in sales around the royal wedding will be well-established home-grown offerings that help to express national identity and make consumers think of Britain, regardless of whether their packaging has been redesigned for the occasion.
“This means that a significant investment in marketing, advertising and new product development to capitalise on the wedding will not be needed, as consumers looking to celebrate British life as a whole will buy anyway.”
Source: Datamonitor
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