On the radio last week, I heard an advertisement for a major soda company. They were bragging about the new shape of their 2-liter bottles.
They’re contoured now, so they’re easier to hold. “Now it’s easier than ever to enjoy our product with your family!”
Really?
Has anyone ever said, “Should I buy this soda? Nah! The bottle is too hard to hold!” Probably not.
People don’t buy soda because the bottle’s a different shape. They buy it because they like the way it tastes. They like what the product (and it’s brand) says about their personal identity – who they are, what they believe in, what’s important to them.
Can you imagine how much time and money was spent making this happen?
Coming up with the idea. Testing it. Producing the new bottles. Marketing it. Getting it on shelves. Getting stores to push it.
All for something superficial. Something most people don’t care about.
Changes that Matter
Image by Chris Harrison
Contrast that with Pepsi Throwback. Pepsi released a limited run of Pepsi and Mountain Dew made with real sugar.
It tastes different. The high-fructose crap in the regular version is pretty bad for you. Real sugar isn’t great, but it’s better. The cans feature retro designs.
These are changes that matter.
They appeal to people who care about health. Who like hip products. Who were born in the 70′s or 80′s and love the retro designs.
Think about the HR programs you put together.
What are you changing: The shape of the bottle, or what’s inside it?
I think I’m the only one who actually appreciates the better grip when I’m chugging a 2 liter of Diet Dr Pepper. :-) I’ve heard that the throwback drink isn’t great. It may be because we’re conditioned to HFCS, but at least they gave it a shot.
And yes, the commercial by Coke is idiotic. I’m buying for taste, not grip.
personally I’m off soda…have been for years – it’s bad for you, it hurts my tummy and i feel funny when i drink it. As for HR, that’s a great way to phrase it. I absolutely hate re-packaging bad programs and initiatives. I’m all about asking why, and how it can be done differently, and can it make a greater impact by doing it another way. Great piece Chris, you’ve been on fire lately!
@Ben – You’re hilarious!
@Dan – Thanks for kudos. I have a fierce soda addiction (my dad used to work at Pepsi when I was growing). I’ve tried to kick it, but if that’s the worst of my vices, I’m not doing too bad.