Complan is one of those ancient brands that is trying to leverage its brand awareness with the 50-plus and yet appear relevant to these people in the year 2005. It seems to me that they are attempting to do this by mimicking the inventive packaging of Innocent, one newest and funkiest drinks brands. Even their web site have the same feel.
This is what an article in today’s FT had to say about Complan’s activities.
Some brands have realised that they are missing a trick and are doing something about it. An example is Complan’s reinvention from a caring, sickbed “meal replacement” drink to a proactive brand with a sense of humour.
The new packs are covered with cartoon-style illustrations depicting all sorts of lively activities.
“Complan effectively gives you a ‘helping hand’. So we created a series of tongue-in-cheek vignettes of stereotypical ‘old people’ doing stereotypical ‘young people’s’ things such as skateboarding, bungee jumping, and bottom-pinching,” explains Richard Murray of brand design agency Williams Murray Hamm.
“We didn’t want to compound a sense of Complan being for the ageing, the toothless, and the infirm, hence the overall cheery look.”
We will just have to see how this works. I have my doubts, but I would love to proved wrong.
The article goes on to talk about other 50-plus developments both in the UK and US and comes to a conclusion with one of those grand, unsubstantiated statements.
As Simon Silvester, executive planning director at Young & Rubicam Emea, says: “When it comes to innovations, people over 35 are slower to get into them. It pays to put money into people when they’re young and reap the brand benefits through brand loyalty.”
So there you have it - people over 35 are slower to get into innovations than younger people. Ahhhhhhh. Dick Stroud
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