I typically zone out during the two/three commercials tucked intermittently throughout my Hulu program queue (enough already, Verizon).
Lately, however – I’ve noticed a trend in parent branding that didn’t seem to exist before and I’m intrigued.
Turning the Page - SC Johnson, a Family Company
Be it Scrubbing Bubbles or Ziploc, commercial spots end with a corner of the creative real estate being “pulled back” to reveal the parent brand.
The look has even been extended over to print ads and product packaging
Marking the Page - Unilever
Whether promoting Dove or Hellmann’s Mayo, there’s a white tab, usually at the top right, which boasts the signature 'U' and supporting “unilever” script.
The tab takes the form of a white sheet; first unfurled, then left blowing gently in the virtual/animated breeze.
Both cases of parent branding are quick, subtle, and, for the most part, non-distracting.
But why do it at all?
“I use Crest toothpaste because that’s what Mom uses.”
|Crest knew it was a family decision back in '78...|
There’s no denying that consumer packaged goods (CPGs) serve as some of the strongest examples in brand loyalty. Food, personal hygiene, and household cleaners are all intimate buying decisions. Once a brand gets bestowed the distinction of “trusted,” they become routine; even price can become a non-issue when faced with competition.
“You love Tide? Love all of P&G.”
Are the multinational conglomerates that manage CPG portfolios hoping to extend existing brand loyalties of individual products upstream?
Now customer-facing, could parent brands like SC Johnson, Unilever, and P&G start to attract loyal followings all their own? Could that loyalty act as a trump card; triggering some consumers to switch from long held favorites to competing offerings managed by their parent-brand of choice?
It couldn’t hurt.
And who knows? The more trusted and known a parent brand becomes, the more easily consumers may take to their new releases – brand and category alike.
So step boldly from the shadows, SC Johnson, Unilever and P&G!
Show us what you’ve got, what you’re made of, and why we should place (ultimate) trust in you.