When you’re trying to grow your business, it’s worth taking a fresh look at your existing products to see if it's worth repackaging them to reach new markets. Here are four examples of businesses that took their product to new consumers with some clever repackaging.
The craft beer makeover
Although a very successful brand on its native shores, Newcastle Brown Ale was perceived for decades as a gritty, industrial working man’s drink. But a swell of interest in the brew among 20-somethings in the US led to a vastly different marketing push Stateside. These days, “Newky Broon” is promoted in the United States as a high-end, premium craft beer range for ale aficionados, with an innovative advertising campaign behind it.
Sprucing up the freezer aisle
Some frozen and packaged food brands have been casualties of the growing organic movement as the freezer aisle has gone out of fashion. However, this Fast Company article highlights how three US companies are taking an innovative approach to repackaging their products to meet consumer demand for natural, fresh produce. For example, Lean Cuisine’s “salad additions” shifts their microwavable food away from the plastic tray and towards fresh salads to meet consumer demand.
One book, two covers
JK Rowling’s bestselling Harry Potter series may have been originally marketed towards young readers, but that didn’t stop legions of adults jumping on the bandwagon. Publishers quickly mobilised to meet the new demand and printed adult covers for the books to reach a new audience. These alternate covers have proved so successful that Bloomsbury has now unveiled an updated set to entice a new audience of adult fans.
Branching out from a single product
The classic example of repackaging a product is trusty old baking powder, found in most kitchens across the nation. Global manufacturer Church & Dwight created its Arm & Hammer brand of baking soda in the 1860s for baking, but in the decades since then, the company has taken advantage of their product’s deodorising properties to expand its product range into new markets ranging from cosmetics, oral care, and even dairy farming.
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