Ever wondered how your favourite Fast-Moving Consumer Goods (FMCG) brands keep things fresh and exciting? Well, say hello to the magic of sub-brands – the secret sauce behind innovation, variety and uniqueness in the world of everyday products.
What even is a sub-brand?
Sub-brands are individual brands which are part of a larger brand’s portfolio. They have their own distinct visual identity and proposition which allows big FMCG giants like P&G to serve up specific products for specific people like Pampers for parents.
Why would I want one?
Sub-brands exist to unlock new opportunities, they let FMCG companies expand their horizons to adapt to different tastes and preferences and ultimately recruit new audiences. It's like having a box of Celebrations at Christmas – something for every mood and occasion but with the guarantee of a consistent, quality product by Mars.
They’re especially helpful for innovations where sub-brands are like the cool kids on the block, bringing a breath of fresh air to the familiar aisles of your local shops.
Should I showcase the family name?
Whether you want to borrow equity by having the parent brand name or visual identity represented on your sub-brand will depend on whether you think it’s advantageous or not when trying to unlock a new market audience and need. But there are different approaches…
The Masterbrand approach is a tightly controlled system like Diet Coke by Coca-Cola – similar in name, look and colours. A Masterbrand is like looking at brothers – very much a recognisable member of the same family.
Endorsed Brands have greater flexibility for the sub-brand. They likely have their own visual identity and tone of voice but their parent brand is mentioned near the lockup like McVities Jaffa Cakes or McVities Hob Nobs. Hob Nobs and Jaffa Cakes are cousins, they don’t look similar at all, but their family name ‘Mcvities’, brings credibility to their offer.
Finally, House of Brands is like having a cousin twice removed; completely unique in look and positioning, you might not even know they’re one of many sub-brands under the parent brand unless you read the manufacturing details on the back of the pack. Guess who owns Tyrrells, Hula Hoops and PoPChips … yep, they’re all owned by KP Snacks – sneaky right?
Tips for a Tasty Sub-Brand Recipe
Know Your Crowd
Before launching a sub-brand, it's like hosting a dinner party – you want to know your guests' preferences. FMCG companies do their homework to make sure their new products resonate with their audiences’ tastes.
Tell a Good Story
Communication is key! When a new sub-brand hits the scene, companies make sure to tell its story in a way that makes you excited to be a part of the adventure.
Roll with the Punches
The FMCG world is like a Chef’s Specials, always showcasing the newest trends. Sub-brands need to be flexible, adapting to changing tastes to stay relevant.
So there you have it – the lowdown on how FMCG sub-brands add excitement, intrigue and embrace innovation. Next time you stroll down the aisles, keep an eye out for these friendly faces that look familiar but offer a whole new flavour.
