For several months now Walmart has been announcing a graphic refont of its "Great Value" low price range. Indiscretions on the web, apparently acquired from an inhouse presentation (provided that the slides that one finds on Slideshare are genuine!), give us an idea of the magnitude of the change. I offer you here a quick "before / after" analysis.
Three elements characterize the identity of the Great Value brand today:
- A color code typical of the low price range: blue and yellow (think of Leclerc's Eco +, for example)
- A brand name expressed in "minor": placed vertically at the bottom right of the pack. It is overshadowed by the product visual, and the product name which occupies the top of the pack. It is more of a signature guarantee than a brand asserting itself as such. Also, "Value" is more prominent when compared to "Great".
- Product visuals, extremely "natural" and pervasive: packs that are very colorful, not conspicuous next to those of national brands.
By and large, Great Value is not presented with the attributes of a brand and, in particular, does not mention quality at all. The project that is presented to us is of a different nature:
- A brand logo: positioned at the top of pack is shown in the new Walmart blue (see my post of July 10th in which I analyze the new logo of the brand and its implications) - and it shows an inversion - this time the word "Great" is made more prominent.
- Packs that echo the color and graphics of each relevant category … and thus which position themselves head-on with regard to the national brands.
- Very effective consistency between the products - giving them a real 'family resemblance' ... and so reinforcing the idea of a brand.
- Products that are made prominent – where the white background of some packs cause them to stand out even better - with the use of the most modern graphic methods.
- Insertion of a "Trust Mark" derived from the new logo of the company (the sun).
- Product benefits are highlighted ("Gluten Free").
- Recipes are shown.
All this aims to strengthen its proximity to consumers and make them understand that they can have confidence in Walmart, even regarding its low price range ("We care about you and your Family").
This is a highly intelligent and revolutionary strategy (both for the USA and Europe): the distributor promotes its low price range by structuring it as it would a real brand (instead of concealing it), strengthens the relationship with its consumers and thereby demonstrates the validity of its new slogan: "Save money, live better".