Bubble trouble’ with new soft drink packaging from Lidl

Every brand wants it: to be distinctive. Whether drink packaging it is a catchy logo, eye-catching packaging or a strong brand image – the question always remains: how distinctive are you really? We regularly see situations where the line between inspiration and imitation seems to blur. A recent example of this is Lidl, who with the new packaging of their own brand soft drinks leans remarkably close to the design of large A-brands. But where is the line between strengthening your own brand and profiting from the strength of another?

Don’t I know you from somewhere?

Brands like Coca-Cola and Fanta are not anguilla email list 7582 contact leads only strong and distinctive because of their taste and brand experience, but also because of their clear visual recognition. Think of the red and white color palette of Coca-Cola or the playful font and orange of Fanta.

These elements – known as distinctive brand assets –  with the brand without even having to explicitly mention the brand name. This is exactly what gives strong brands distinctiveness. And why consumers get a strong sense of trust and quality as soon as they see these elements.

You will understand that Coca-Cola and ai-generated content: unveiling the future Fanta spend a lot of marketing budget on displaying their brand anhui mobile phone number list to make and keep these associations as strong and recognizable as possible. But how do you do that as a smaller house brand with a smaller budget?

Labels cola and fanta

Now that Lidl has given their own brand soft drinks a new look, it is noticeable that these packages look a lot like those of their major competitors. ( View the packages here. ) With the new design, Lidl seems to be deliberately playing on the brand recognition of Coca-Cola and Fanta. However, the supermarket chain claims that this is purely coincidental and that they simply wanted to give their packaging a fresh update.