And so Premier Foods' crusade to drag its iconic British brands into the 21st century continues...
Following last year's makeovers of Hovis and Mr Kipling, Oxo has now received a facelift to lend it some youth appeal to belie its 100 years.
In addition to the predictable pack revamp and multimillion ad campaign, Premier's R&D bods have gone one step beyond and seriously messed with tradition. Out with the Oxo cube, and in with the Oxo...X.
The X shape makes it easier to crumble, claims Premier, implying the culinary skills of the nation were being held back by the baffling dimensions of the cube. But Premier should be applauded for this radical move. If a manufacturer commits to relaunching a product it should do so with gusto and imagination to really capture consumer attention.
Tweaks to packaging and an "exciting new flavour" do not a relaunch make. But reshaping the product itself sends a message to other brand owners that Premier is a forward-looking business not wedded to nostalgia.
Homepride's Fred character had better watch his back.
Following last year's makeovers of Hovis and Mr Kipling, Oxo has now received a facelift to lend it some youth appeal to belie its 100 years.
In addition to the predictable pack revamp and multimillion ad campaign, Premier's R&D bods have gone one step beyond and seriously messed with tradition. Out with the Oxo cube, and in with the Oxo...X.
The X shape makes it easier to crumble, claims Premier, implying the culinary skills of the nation were being held back by the baffling dimensions of the cube. But Premier should be applauded for this radical move. If a manufacturer commits to relaunching a product it should do so with gusto and imagination to really capture consumer attention.
Tweaks to packaging and an "exciting new flavour" do not a relaunch make. But reshaping the product itself sends a message to other brand owners that Premier is a forward-looking business not wedded to nostalgia.
Homepride's Fred character had better watch his back.
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