More News“Believe” Brand Suicide in Scotland?

"Believe" Brand Suicide in Scotland?

I'm just back from Scotland on vacation and can't help but note a brand story that came up again and again during my visit

BelieveBar.jpgI’m just back from Scotland on vacation and can’t help but note a brand story that came up again and again during my visit. Mars‘ Mars Bar — popular enough in Scotland to have spawned the renowned deep fried Mars Bar — has rebranded as “Believe” in the UK for the 2006 World Cup season. Mostly, the change is aimed at fueling hopes for England’s bid for the championship, in a year in which they’re thought to have a chance. (See Web site here.) But the “Believe” bars are being marketed in Scotland, too, where the favorite pastime is rooting for England’s opponent. (Scotland failed to qualify for the World Cup.) Again and again, I heard people express outrage at the slight. Most said they’d stopped buying the candy in protest. One shopkeeper said he’d been trying to stock bars without the “Believe” branding. T-shirts with a send-up of the controversy, reading “Believe? Ma Arse” are reportedly selling like crazy.

Yes, England is a much bigger market, but why rebrand in such a way as to alienate Scotland (and Wales and Northern Ireland)? And knowing the Scots, they’re certain to hold a grudge well beyond when the candy changes back to its previous name.

Related Articles

GDPR: The role of technology in data compliance

Data & Analytics GDPR: The role of technology in data compliance

3w Clark Boyd
What companies can learn from the We-Vibe lawsuit about the Internet of Things

Legal & Regulatory What companies can learn from the We-Vibe lawsuit about the Internet of Things

8m Al Roberts
Has advertising arrived on Google Home?

Media Has advertising arrived on Google Home?

8m Al Roberts
Is Twitter slowly dying?

More News Is Twitter slowly dying?

9m Al Roberts
FedEx launches fulfillment service to take on Amazon

Ecommerce FedEx launches fulfillment service to take on Amazon

9m Al Roberts
Target is the top retail digital marketer, so why is it struggling?

Ecommerce Target is the top retail digital marketer, so why is it struggling?

8m Al Roberts
YouTube is "on pace to eclipse TV" thanks to savvy algorithm use

More News YouTube is "on pace to eclipse TV" thanks to savvy algorithm use

9m Al Roberts
YouTube is getting rid of 30-second unskippable pre-roll ads

Ad Industry Metrics YouTube is getting rid of 30-second unskippable pre-roll ads

9m Al Roberts