This month's Brand Watch

Mr Kipling

Commissioned and designed by Reach, Brand Watch is a UK survey carried out amongst 250 respondents. Each month we choose a well known brand that has recently gone through a redesign or facelift to put through our effectiveness test.

Old brand design                                New brand design

Old and new design positions are constantly swapped throughout the four questions, to create visual disruption and deeper thought.

Whilst the Mr Kipling redesign was supposed to give the brand a more contemporary, rich and sophisticated makeover, in doing so it appears to have lost its homemade feel and appetite appeal, with an overriding majority preferring the old design compared with the new. It seems to have lost a lot of the warmth and comforting feel you would associate with Mr Kipling.
Although the idea may have been to make the brand more sophisticated it has resulted in a distancing that may feel too wealthy and cold for many people. It’s interesting that this seems to have affected taste perceptions. Perhaps this is why it didn’t score too highly in our poll.

By Michelle Vincent, Strategy Executive at Reach

For £500 you can commission Reach to put your current, potential or new brand design (or a combination of) through our Brand Watch survey to help to assess its effectiveness.
Click here for a confidential discussion about the information Brand Watch can glean for your organisation (results can be broken down demographically and by region).