This is an example of good practice when it comes to changing a brand's name. There are times when a brand’s name must change. This could be because of a dispute over legal ownership of the name. Or it could be to create alignment with a similar brand operating in other countries. Name changes need to be handled carefully. There is a risk that the familiarity and goodwill built by the brand over its lifetime could be thrown away. The goal of a brand migration should be to transfer as much of the brand’s equity to its new name as possible. Successful migrations usually involve a phased approach and advertising to communicate the change.

UK plant-based spread Olivio was migrated to the international brand Bertolli in 2004. The author was an adviser to its parent company, Unilever, at the time. The transition went smoothly with no drop-off in sales. Phase 1 involved communicating that Olivio was made from Bertolli olive oil. The message was featured on the pack and in Olivio’s advertising. This helped to establish the Bertolli name and logo as a distinctive brand asset for Olivio. The more assets two brands have in common, the easier it is to migrate from one to the other without losing brand equity. The brand team came up with an ingenious idea for the start of Phase 2. For six weeks (approximately three buying cycles), a cardboard sleeve was put around the tubs. It had the same design as the pack from the previous phase. However, with the sleeve removed, the Phase 2 design was revealed (see photo below). In other words, consumers themselves were part of the migration process. This helped to make the name change more memorable. At the same time, the brand used TV advertising to announce its new name. Phase 3 involved moving to a pack matching the design used in other countries. The migration lasted three years.

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