Not FruChocs – now they’re Apricot Balls
Chocolate balls
The real deal
There’s a price to pay in getting national distribution for your product.
And in the case of South Australia’s arguably most iconic product, FruChocs, it’s a high one.
FruChocs, from SA confectioner Menz, are now on the shelves of Coles. But not as South Australians know them.
this is very old news!
http://www.adelaidenow.com.au/.....6357556883
This is terrible marketing.
Rather than building on the loyal market base of an established and successful Aussie brand that can be marketed as a ‘quality’ product, they’ve simply neutered it.
A partnership between Menz and Coles should have provided an opportunity for some fun and clever campaigns that raised the perception of both entities. Instead, one now has no branding, and the other is devaluing local products (and by extension, what the customer will pay for them).
These now look like they belong in the ‘cheap and generic’ section of the confectionary aisle. I doubt the Premier will be spruiking that…
Or maybe I’m wrong, and that plan to rebadge Holden as ‘Loud Moving Seats On Wheels’ just might have saved a lot of jobs…
@Tim – you’re right!
It strikes me as odd (from the linked article) that they blame the name change on people from other states not being able to pronounce ‘Fruchocs’.
That’s an opportunity right there: a campaign teaching everyone how to properly pronounce the name of your product. Lots of potential for fun, cleverness, some inter-state teasing, and repeatedly drilling the product name into the market.
No need to even mention apricot – who cares what is in them if they taste so good and have an ‘unpronounceable’ aura of mystery to them?
Mmm… might have to head down to Foodland and get some of the real thing.
You can stick your balls Coles 🙂