Re-branding for a recession

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So the cost-of-living ‘crisis’ is filling the news here at the moment with reports of prices continually going up, largely driven by the increased costs of fuel which of course affects everything, as well as other things such as shortages of fertilizer due to the war in Ukraine. So a lot of people are having to think more carefully about what they spend. In response to this I might have expected shops to make their goods look more expensive and therefore better value for money. So I was surprised recently when I went to pick up some own-brand shampoo of the type we often buy. As shown in the picture, ‘matching’ shampoo and conditioner are available, but we only needed the shampoo this time. I knew what I was looking for but I found the labelling to be totally different – instead of the previous label which was fairly simple but still made to look tempting with its colour pictures of fruit, the new version was as basic as can be and renamed ‘everyday’ instead of the previous ‘fresh and fruity’. Apart from the label, the contents, size and price are just the same as before. So presumably they must be working on the assumption that consumers are now looking for ‘value’ items and cutting out anything that looks too ‘luxurious’! Have you noticed any rebranded items? All rights reserved. © Text and image copyright Fleur 2023.