Det \u00e4r en utmaning. Att byta namn p\u00e5 en produkt som alla redan k\u00e4nner till \u2013 och f\u00e5 dem att f\u00f6lja dig. Jag ledde \u00f6verg\u00e5ngen fr\u00e5n Kleenex till Velvet, tillbringade tv\u00e5 dagar i veckan p\u00e5 plats hos Sainsbury's och Waitrose f\u00f6r att f\u00f6rhandla om hyllutrymme och \u00f6kade marknadsandelen \u00e5r efter \u00e5r.<\/p>\n
I Storbritannien var Kleenex inte bara ett varum\u00e4rke \u2013 det var ordet som folk anv\u00e4nde f\u00f6r sj\u00e4lva produkten, p\u00e5 samma s\u00e4tt som \u201choover\u201d betyder dammsugare. SCA hade varum\u00e4rket under licens, och n\u00e4r den licensen \u00e4ndrades stod f\u00f6retaget inf\u00f6r den typ av problem som ingen avundas: att flytta ett helt, mycket \u00e4lskat varum\u00e4rke till ett nytt namn, Velvet, utan att f\u00f6rlora de kunder som av vana hade k\u00f6pt \u201cKleenex\u201d i \u00e5rtionden \u2013 och utan att f\u00f6rlora en enda andel eller varum\u00e4rkeskapital p\u00e5 v\u00e4gen.<\/p>","protected":false},"excerpt":{"rendered":"
It is a challenge. Renaming a product everyone already knows \u2013 and getting them to follow you. I led the transition from Kleenex to Velvet, spent two days a week on-site at Sainsbury’s and Waitrose to negotiate shelf space, and grew market share year after year. In the UK, Kleenex wasn’t just a brand name […]<\/p>\n","protected":false},"author":1,"featured_media":883,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"page_builder":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-452","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-case"],"acf":{"company":"Essity","my_role":"Senior Brand Manager","the_situation":"A rename like this is won or lost long before the new pack ever reaches a shelf \u2014 and it's won or lost on the shop floor as much as in the brand studio. There was no version of this that worked without the retailers on side.","what_we_did":"I spent two days a week on-site at Sainsbury's and Waitrose, negotiating shelf space and working through the transition shelf-by-shelf with the retailers who controlled where and how shoppers would actually encounter the new name. Alongside that retail work, I ran the brand side of the transition \u2014 making sure the new identity carried enough of what people already trusted about the old one that the switch felt like a change of clothes, not a change of relationship. In parallel, I broke new ground elsewhere in the portfolio too: becoming the first SCA UK key account manager to land a mass-market listing for Tena for men, at Sainsbury's, opening a category that had lived in pharmacy-only distribution until then.","what_happened":"The transition from Kleenex to Velvet went through with no loss in share of market and no loss in brand equity tracking \u2014 the outcome everyone hopes for and few transitions actually achieve. Market share kept growing year after year once the dust settled.\r\nIt's easy to underestimate how hard it is to make a shopper follow a brand across a name change. This one worked because the retail relationship and the brand story were built at the same time, not handed off from one team to the other.","end":"