Cravendale: unlocking the Psychology of Freshness

When talking about milk and dairy consumption, the notion of freshness holds a paramount significance.

?

But what exactly constitutes freshness?

?

Contrary to the traditional notion of fresh-from-the-cow milk, Cravendale offers a unique proposition. Through its filtration process employing ceramic filters, Cravendale manages to maintain its freshness for an extended duration—up to 3 weeks when unopened and 7 days post-opening, surpassing the longevity of other "fresh" milk variants.

?

Despite its superior quality, consumer understanding of Cravendale's superiority often lacked depth.

?

While consumers recognized its distinctiveness, they struggled to comprehend why it was superior or why it warranted a higher price tag.

?

Compounding this challenge were retailers offering discounts on their own label milks, leading to further commoditization of the market and rendering Cravendale's premium pricing untenable for many consumers.

?

Realizing the necessity for a strategic shift, the brand team pursued a positioning for Cravendale that resonated emotionally. They examined the emotional connections linked with Cravendale and conventional milks, particularly as time progressed after opening. Through this exploration, they unearthed the vital elements needed to rejuvenate Cravendale's standing in the market.

?

While Cravendale indeed tasted fresher than its unfiltered counterparts, the concept of freshness proved subjective and often overlooked by consumers.

?

However, a subtle shift in marketing language—from emphasizing rational benefits to evoking emotional connections—proved transformative.

?

By asserting that "Cravendale tastes fresher for longer," the team planted a powerful idea in consumers' minds, bolstered by their firsthand experiences. This emotional resonance was further reinforced by the rational argument that Cravendale's advanced filtration process eliminated more bacteria, ensuring prolonged freshness.

?

By recalibrating the focus from rational benefits to understanding and amplifying consumers' emotional journey with the product, Cravendale transcended commoditization and reclaimed its position as a premium brand in the market.

?

If you liked this article, you can read more here

?

Chris Lukehurst is a Consumer Psychologist and a Director at The Marketing Clinic:

Providing Clarity on the Psychological relationships between consumers and brands

?

?