Brands Evolve — But Does B2B?

There are few branding mechanisms more persistent than children’s breakfast cereal characters. Capt’n Cruch, The Trix Rabbit, and the Cocoa Puffs Bird all date back 30 or 40 years! The marketing for these products has changed as well. In the videos below, it’s interesting to see that the commercials have gotten a lot shorter and there is more of an emphasis on nutrition, and the animation technology has evolved to integrating live action and computer-generated graphics.

But here’s the striking part: the B2B part has remained essentially the same. It’s in the same rectangular box with a printed cartoon image on the front!

Marketing is the key to change in any B2B situation. In the case of the cereal box, production, shipping, and store shelves all make changes to the size and shape of packaging more complicated. But is it more complicated than changing a cartoon character? Aren’t millions spent on production values and television advertising?

Fortunately, trends seem to be tipping in favor of B2B becoming more relevant as marketing finds its tradition tools less and less effective. Television ratings are down and the marketplace has become more fractured. Marketers would be smart to move some budget to changing that box which would involve a much needed dialog with the B2B community — suppliers of materials, filling equipment, and converters.

Here’s an interesting article on cereal trends:
LookSmart’s FindArticles – Cereals run sweet and healthy – 2003 New Products Annual: Cereals – trends and product introductions in breakfast cereals, world – Industry Overview
Prepared Foods, March, 2003, by Mike Pehanich

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