Britannia has redesigned and repackaged its Good Day cookie in an attempt to grab a larger market share.
Britannia has relaunched its flagship brand, Good Day, with a new logo, packaging and a new biscuit design, accompanied by a 360 degree advertising campaign. While all five variants (butter, cashew, pista-badam, chocolate chip and choco-nut) and the ingredients have changed, the price for the products remains the same. This is the biggest change for the brand since its launch in 1986.
"Good Day has always stood for happiness," says Ali Harris, marketing director, Britannia. While repackaging is common, changing the design of the product to fit brand identity is seldom seen. On this, Harris continues, "The new identity for Good Day has 'smile' as its core idea and we were very keen on incorporating that as a part of our DNA, on the biscuit itself. " In the cookie's new design, created by Tata Elxsi, the lines have been curved to resemble smiles. The communication also uses the tagline 'Har cookie mein kayi smiles.' The smile has also been used as a part of the new logo of the brand, designed by Innovation Kitchen.
The recipe has been modified too. In the cashew variant, roasted cashew nuts have replaced the raw nuts, to make it premium. In addition to this, the bite and the flavour of the biscuit have been worked upon, making the cookie more crunchy.
Discussing the back-end changes made to allow the redesign possible, Harris says, "Good Day is manufactured on 27 lines, so we had to change the moulds for each one of these. We have also made changes to ensure that the nuts are more visible."
The campaign that accompanies this relaunch is being executed on TV, print, radio, digital and OOH and is conceptualised by McCann Worldgroup India. The company claims that the eight-week long campaign is one of the largest ever, for the brand. While the TV ads are being played on Hindi GECs, news, kids and regional channels, the print and OOH legs are targeted at a total of 60 tier I and tier II cities. The brand says that while the consumption TG is very wide, the advertising is aimed at the women in the house, who make the final purchase.
"Good Day falls in the premium cookie category (priced at more than Rs 100 per kg) and is considered the leader in the segment. Players like ITC and Parle are its major competitors in the overall biscuit market. Australian brand Unibic, which functions in the premium cookie segment , is a recent addition to the list, introduced in the Indian market in 2004.
However, while the brand positions itself as premium, it does not limit its TG to the affluent class. The cookie is available at various price points, starting at Rs 5 up to Rs 40 catering to rural as well as urban markets.
Jagdeep Kapoor, MD, Samsika Marketing Consultants, says that the move will 'fire' and not backfire. "As consumers expectations change along with their aspirations , the brand must keep up with the changes. My brand mantra is that ' If a brand is not contemporary , it is temporary '. The packaging has changed, not the name. It will retain its goodwill while connecting with the new generation," he adds.
He also believes that the communication should be audio-visual heavy, "because the transition has to be shown in an action oriented form. Social media should supplement it. The creative should emphasise 'enhancement' not just change - but a change for the better." Appreciating the campaign, he adds, "The advertising supports the change and shows the transition in an animated fashion, almost from a grim expression to a happy one! It will be a memorable mnemonic."