Jun
2009
25
how refreshing - the clipper rebrand
A good old cuppa is this nation's favourite drink having overthrown gin and ale in the 18th Century to hit the top spot. According to The Tea Council, we Brits consume around 165 million cups of tea per day. That's a lot of liquid and as such the competition between brands to supply the lion's share of the demand is fierce. So, whether the consumer opts for a convenient tea bag or traditional leaves; standard, herbal or fruit flavoured or even decaff with a hint of lemon twist - tea brands need to be proactive and continue to build on their loyal customer base by winning the hearts of the UK tea lovers.
Clipper Teas, established around 25 years ago, has enjoyed a popularity boost in line with the current shift in the UK's attitude towards general health and social consciousness. Their products which now include coffee and chocolate drinks as well as a full range of conventional, exotic and herbal teas are described by the company as ‘Natural, Fair and Delicious'. LEWIS couldn't help but notice the brand's new look and decided to investigate further.
Read on to find out what three people with three different perspectives from the LEWIS team thought about the company and its rebrand which was carried out by London based design agency, Big Fish.
A marketing strategist's perspective
What objectives do you think fuelled the rebrand?
I believe that Clipper clearly felt that the brand needed to be refreshed and updated. They probably researched the current branding and packaging with their customers and discovered it was becoming dated and no longer on a par with the values and aspirations of the business. It may have been important for Clipper to create a more unified brand identity if they are looking to expand the business. It could also be a move to improve staff morale and pride in the business. Of course, there is always cost to consider so perhaps there was also an opportunity to ensure that the new packaging materials and design are more cost effective and environmentally friendly.
How can Clipper retain its loyal customer base?
If Clipper has researched its market carefully and consulted with its customers about the rebrand prior to launch then they will be confident of retaining and strengthening customer loyalty.
The long-term strategy for retaining its loyal customer base may include:
- Regular monitoring of brand perceptions and warmth with its customer base to help identify any potential problems or opportunities.
- Product and consumer research to ensure Clipper continues to meet the changing needs of its customers such as their tastes, drinking habits, values and customer service requirements and so on.
- Continually focusing on the provision of quality products at the right price.
- Ensuring distribution channels meet the needs of its target markets and the business objectives by asking themselves where the customer would expect to find Clipper and if there are enough catering businesses using the brand, therefore exposing customers to it in cafes, canteens, restaurants etc?
- In terms of communications, it's important for Clipper to engage and reward its loyal customers via regular contact through its newsletter, clubs and tasting opportunities. These customers can be powerful brand advocates and help gain new customers.
Using the rebrand as its primary tool, what promotional methods do you think Clipper should employ to attract new markets?
As with any tactical promotion, the marketing mix will vary depending on the objectives, target audience, message and what is likely to achieve the greatest return on investment.
A few suggestions include:
- Focusing on brand advocates to help attract new customers. In my opinion, Clipper should look at developing their marketing efforts around social networking to help generate interest and positive awareness of the brand. For example, introducing a comments section with ratings options on their website for tasters to share their views on the products. Creating an environment for blogging would also be a useful technique.
- Free samples and tastings could form part of any events being held with partners such as Fairtrade or in-store promotion stands.
- Use the rebrand to negotiate increased visibility and shelf-space within retail outlets distributing the products.
- Increase awareness of the brand via local/community coffee mornings, lunches etc. Organise tea party promotional events.
- Build awareness and interest by developing a viral campaign. This could include a competition to create a new flavour of tea (similar to the Walkers' crisps competition).
- Look at opportunities to partner with brands on promotions that will enhance both brands. For example, a tea and cake or tea and biscuit combination. Clipper and Dean's shortbread, Clipper and M&S scones would work well.
- The rebrand is also an opportunity for the sales force to target potential distributors and encourage them to join Clipper's growing portfolio.
A designer's perspective
Comparing the old packaging vs the new, what are your impressions of the brand?
To me, the new packaging evokes an impression of an organic, natural and environmentally conscious, high quality product. I felt that the old packaging was cold, almost clinical and didn't relate with me directly to tea.
What image do you think Clipper Teas wants to personify with the new branding?
I think whereas the old packaging could have been for anything, the new is unmistakably for tea. I think they want to appear trendy yet with a retro feel. It comes across like they want to promote a product that is pure and tasty sold by an informed and ethical company.
What approach would you have taken if you'd redesigned the packaging?
Firstly, I would have spent a bit of time in the tea aisle at Tesco and planned how I could make something different from the competition. I really appreciate the route that Big Fish have chosen but perhaps I would have pushed to have seen less text on the box. I would also have explored branding the Clipper packaging with the logo horizontal as opposed to vertically. In my view, both of these treatments may have added to its legibility on the shelf.
Have you noticed any particular design techniques worth mentioning?
The typography used on the packaging complements the illustrations really well. The use of hand drawn lettering rather than a standard typeface ties in the branding nicely.
A tea drinker's perspective
What is your tea brand of choice?
I'm new to the world of tea, it used to be Twinings but I prefer the look of the Clipper box in my kitchen so I'd choose it.
What did you think of Clipper's original packaging?
Metaphorically speaking, it was to me, like an annual report from the financial sector backed by a bunch of suits that were too scared to do anything about it - in a box with tea in it!
Will the rebrand encourage you to buy more Clipper products?
For sure, I'd suggest that they should consider doing a scheme where if you buy five packs of their tea they will send you a free airtight teak container all beautifully Clipper branded.
Do you think the tea will taste any different now?
Not to me, although I might drink more because I like the packaging!
A final LEWIS thought
In summary, the LEWIS team has been impressed by Big Fish's rebrand for Clipper Tea and they will be interested to see how it continues to roll out over the coming months.
If you're wondering whether it's time to refresh your brand, perhaps you should speak to our expert team at LEWIS who are on hand to offer practical advice or have a look at our portfolio to see the work we've done to breathe life into our clients' brandsWe're also quite good at making cups of tea so feel free to drop by and test our cuppa making skills!
DISCLAIMER: Despite having amongst us some of the most hardcore tea drinkers in the land, LEWIS Creative Consultants have never worked with Clipper Tea or their associated agencies and are totally unconnected to the brand.
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