In a David and Goliath battle, Multinational coffee company Jacobs Douwe Egberts (JDE), is suing Australia’s Vittoria Coffee over the use of its glass jar packaging. JDE, the owner of the Moccona brand, claims that the glass jar’s iconic shape is a trademarked design and a key brand asset. Trademarked packaging is nothing new. Coca-Cola’s signature bottle shape is one of the most well-known examples. The glass bottle was trademarked in 1977 and this has been fiercely protected ever since. As part of this lawsuit, JDE is claiming that consumers use the glass jar as a ‘shortcut’ visual cue to id ..read more

As a newbie in the market, Sex Brand is attempting the ‘grow the category’ approach with a campaign to encourage young Brits to start bonking again. Amongst all the lovey-dovey fluff for Valentine’s Day this year, Sex Brand bluntly told zoomers they are getting enough. Worse still, they are prudes compared to their parents. A cheeky stunt? Maybe, but the brand seems to be committed to improving the sex lives and helping people get jiggy again. The Sex Brand messaging is strong and does appear to be backed by some genuine beliefs that tick all the pc hot buttons (although they might be overdo ..read more

Leading retail brands continue to lead the Roy Morgan ‘Net Trust’ rankings while distrust is highest for Facebook and leading telcos. The top 10 list of trusted brands for the December 2022 quarter has just been released by Roy Morgan. Despite increasing inflation, the report shows that brand trust was again dominated by supermarkets and department stores. The strength of these retail brands and their continued investment in delivering customer value seems to be holding up for now. Once again Woolworths took the crown as the most trusted brand. Coles was just behind at 2, followed by Bunnings ..read more

New energy gum brand now available at Chemist Warehouse. Keen followers of Truly Deeply may have noticed us talking about a new energy gum brand we created for three Melbourne mates, during the lockdown years. Truly Deeply worked closely with the founders of Zuum to create the brand name, strategic proposition, identity, and pack design for this exciting new product. Now, Zuum is finally available across the country at all Chemist Warehouse stores. Zuum is set to take on energy drinks and traditional coffee with a promise to ‘do energy better’. Sugar-free gum with caffeine, guarana, and B vi ..read more

New brand proposition and identity helps national bird conservation charity grow and activate its member base. Truly Deeply is proud to share its rebrand work for Birdlife Australia. The new strategy and identity supports the organisation’s growth imperative and will enable BirdLife’s newly developed Bird Conservation Strategy to fly. BirdLife needed to dramatically shift their brand perception from being perceived as “bland, dated, conservative and passive”, to standing out amongst nature conservation charities with a “fresh, bold, prominent and compelling” image and proposition. After exten ..read more

From supermarkets to department stores, private labels or store brands are becoming more important to both profitability and customer retention. According to a recent research report from Oracle, private label dollar growth in Australia outpaces branded products by nearly 2x. Private labels currently account for 18% of the Australian market, with significant opportunity for further growth. Australia is still way behind the global average and especially Europe. In the UK, private brands command almost half of the market (47%). Retailers can realise 25-30% higher margins on private labels and cu ..read more

Brand naming can be hard, but it’s easy compared to brand renaming. Brand naming: coming up with a strategic, relevant and available name for a new company, product or service is challenging. Engaging stakeholders and bringing them on a journey, getting buy-in on preferred options and then getting past legal can make it all seem like an ordeal. But at least you are starting with a clean sheet. Brand renaming adds history, baggage, audience inertia and many more issues. I think we can learn a lot by looking at a few recent renaming projects. Consider the strategy, the rationale, and the outcome ..read more

Courtesy of unsplash.com Flash, boom! Neon takes us back to the era many of us now yearn for. Neon has been a strong trend this year with so many influences from the 80s and early 90s. Nostalgic branding is very powerful, especially as millennials (my generation) are most lucrative and influential target audience for many brands. From Fashion, to music and FMCG, almost everyone is tapping in this retro pop culture trend. No longer just Kitsch and loud, the trend is evolving. Even luxury brands are finding their way to tap into some of the limelight. Gucci is the latest to go neon with their ..read more

Courtesy of unsplash.com Flash, boom! Neon takes us back to the era many of us now yearn for. Neon has been a strong trend this year with so many influences from the 80s and early 90s. Nostalgic branding is very powerful, especially as millennials (my generation) are most lucrative and influential target audience for many brands. From Fashion, to music and FMCG, almost everyone is tapping in this retro pop culture trend. No longer just Kitsch and loud, the trend is evolving. Even luxury brands are finding their way to tap into some of the limelight. Gucci is the latest to go neon with their ..read more

BrewDog’s anti-sponsor campaign for the World Cup is getting lots of attention but not everyone is a fan. Multinational brewery and pub chain BrewDog has just declared itself the “proud anti-sponsor” of the 2022 FIFA World Cup to promote its Lost beer. A blaze of cheeky billboards protesting the human rights record of the host country, Qatar has gone viral. However, the response has been polarising with some punters quickly challenging the brand’s motives. On the face of it, this is a pretty bold campaign with a powerful message and some clever execution. However, the fact that BrewDog is scr ..read more