Lacto Calamine and Britannia Bourbon biscuits are the two Indian brands that have been selected by ReBrand 100 in its winner showcase for 2010 in the Notable category.
The ReBrand 100 Global awards recognises the best in rebranding exercises from around the world that effectively meet its strategic goals, while maintaining strong loyalty among its consumers, and is open to global organizations, Fortune 50 corporations, small businesses, accomplished entrepreneurs, respected nonprofit organizations, cities, and renowned universities from around the world.
In the case of Britannia's Bourbon biscuits, the brand had been traditionally placed in the ‘Treat’ portfolio in Britannia, a kid’s indulgence brand whereas Bourbon goes in the adolescent/adult indulgence category. The task was to align the name and positioning of the brand to its audience. The brand needed to reflect the attitude of the target consumer and to be launched as a category in its own right. The idea, therefore, was to study the target consumer psyche, their buying patterns and lifestyle that could be reflected on the pack.
Britannia Bourbon: Before
Britannia's Bourbon: After
In the case of Lacto Calamine, the brand had enjoyed significant equity in the market as a trusted skincare solution provider. Over the years, there had been a shift in the users' perception of the brand - from a skincare solution provider to “Do Good” skincare product. The brand needed to be aligned to its perception and positioned in the cosmeceutical skincare space and the naming and positioning needed to be aligned to its audience.
The limitation was the brand name (as an ingredient descriptor), as it made it difficult to launch products that did not contain the specific ingredients. The brand was abbreviated to LC, which could serve as the umbrella under which multiple products would get launched. During the first phase, the products will come with LC and the name Lacto Calamine. Eventually, they will carry their own category specific name under the LC umbrella.
Lacto Calamine: Before
Lacto Calamine: After
Commented Ashwini Deshpande, founder director and principal designer, Elephant Design + Strategy, “To transform a nearly cult brand and make it relevant to the current time, space and user and yet remain lovable was the big challenge in rebranding Lacto Calamine. We succeeded in creating a contemporary look and feel and yet maintaining its classic appeal. Our mandate also included building a packaging architecture for future brand extensions in variants, products and formats. Through the promise of “Skisurance,” Lacto Calamine is well on its way to building a robust portfolio.”
On the Bourbon brief, she commented, "The challenge was to express the vibrant experience in totality and bring it alive for the young. Somehow, this amazing product with its own die-hard fan following never got its due as a stand-alone brand before. It was just bundled in the Treat cream biscuits portfolio earlier. With this rebranding exercise for Bourbon, we are happy to give it its rightful place as Bourbon, The Original.”
The 2010 jury comprised of Monica Au, managing director, Landor, Hong Kong; Friederike Biegel, director of strategy, Peter Schmidt Group, Germany; Marc Cloosterman, CEO, VIM Group, The Netherlands; Ashwini Deshpande, founder, director and principal designer, Elephant Strategy + Design; Bill Gardner, president, Gardner Design - founder, logolounge.com; Kit Hinrichs, principal and creative director of Studio Hinrichs, San Francisco; Uche Nworah, channel brand manager for Glo, Nigeria; Robbin Phillips, courageous president, Brains on Fire and Paula Stafford, executive vice president, Callison.