BRAND NEW BEER (not)

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We’ve got a work experience kid in today:

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Can’t see her lasting the week.

In all seriousness, she’s been fairly low maintenance – a Barbie sticker book entertained her for much of the morning, while a trip to the cornershop was a serious highlight.

It was on that trip that I discovered that Kronenbourg have brought out a new product: Kronenbourg 1664 Blanc.

They’re making a big song and dance about it too – it’s got its very own display festooned with “BRAND NEW” stickers, taking pride of place in the shop.

Here’s the thing though: it’s not “brand new”, in any way, shape or form.

I remember drinking “Blanc” in the mid noughties – Hoegaarden and Leffe had brought wheat beer to the masses, and Kronenbourg clearly fancied getting in on the act.

It sold well for a while, but perhaps the craft beer revolution put paid to its popularity; whatever the reason, it stopped appearing on the shelves and bars.

Now it’s back, and as far as I can tell, it’s identical, just with a blue bottle, rather than a white one.

Brand new or not, I’m willing to bet it sells well, at least for the next few months.

Launching (or relaunching) something allows you to create a big song and dance around it, getting valuable attention you simply can’t get by doing the same old thing, over and over.

McDonalds get this – that’s why they’re always withdrawing and then relaunching the Big Tasty,

Coke do too – how many different flavour variations are there now? (I saw Lemon in the shop today.)

If you’re looking for ways to drive additional sales into your business in the coming weeks and months, launching something new, or repackaging something so it has a “new” feel will help you create a splash in the market and generate more awareness and attention.

Why not build a launch into your marketing plan for Q2?

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