Pillsbury makes a play for brand awareness, trying to fight off generics
Updated Nov 5th 2008 1:27PMBeth PinskerNov 5th 2008 2:00PM
Pillsbury is launching its first major branding campaign since 2001, trying to stave off not just competition from other major brands, but a resurgence of budget-conscious shoppers buying generic brands -- and, heaven forbid say the corporate honchos, baking goodies and bread from scratch.
The "Home is Calling" campaign is meant to be soothing and evocative of old-fashioned family values of people sitting around a table eating together and enjoying the simple things in life. In the first video spot on Pillsbury site, a bunch of busy, harried, cold people make their way home to a warm house and warm crescent rolls coming out of the oven, and the Pillsbury dough boy peeking out from behind a corner like a little fairy dough-mother who makes this all possible. The campaign is necessary because shoppers are changing their habits very rapidly as food costs rise dramatically. If companies like Pillsbury are going to keep customer buying things like Crescent rolls and ready-made cookies, they're going to have to strike up an extremely strong brand awareness, much stronger than before. Because it's not going to take much more than a few cents of price difference for consumers to grab a cheaper brand. And if prices rise too high, we'll start to see a lot more people opting for cooking from scratch rather than buying pre-made items.
A new study from Information Resources Inc. shows that consumers don't necessarily want to cut back on quantity or quality of their meals -- especially for the holidays -- so the easiest place to make some cuts is to buy cheaper brands (with the assumption that doing so doesn't compromise quality, which is most often the case). The study indicated that 51% of those polled were planning on using private-label products for their holiday meals, up from 30% to 35% most other years. The study predicts that Wal-Mart and Costco house brands will be the big winners of this trend.
What Changed: Pillsbury is going for more soothing tones in these tough economic times with its first re-branding campaign in years. The Pillsbury Dough Boy is still around, but the focus is on happy families gathering around a table of tasty food.
Paul Sakuma, AP
What changed: Little girls have been inundated with Disney princess paraphernalia for years now, and the line has been so popular that the company wants to try to do the same thing with fairies. Tinker Bell, a mere side character in J.M. Barrie
AP | Disney
What changed: Pepsi has unveiled its fifth new logo in 2 decades, right, as part of a new plan to redefine itself as a cultural leader. The redesigned Pepsi packages should hit store shelves early next year. Mountain Dew and Sierra Mist drinks will also get a new look.
AP / Pepsico
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YUM! / AP
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Crock-Pot | Hughes Design Group
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