Differentiation is usually something every brand and product strives for, to stand out and be known for being themselves. But is it ever a good idea to copy the competition? Usually, no. But Aldi might just be the exception.
Aldi's whole business model as a budget supermarket is selling “low-priced private label products that resemble the look and feel of well-known brands”, according to Mondelēz , who are currently taking them to court in the US, accusing them of multiple instances of intentionally copying their packaging. In fact, they have a history of being accused of copying leading brands’ packaging but have mostly won in the courts.
Does the public fall for it? Usually not, according to the courts, although you do then wonder why Aldi and others do it if it doesn’t work. Is it possible the courts are not quite so up to date on how marketing, brand assets and semiotics work?
Does the public care? If suitably cheaper than the original, probably not massively unless the quality is significantly worse than the brand name version promises.
I imagine some accountant has sat down and looked at the cost / likelihood of a law suit and of redesigning the packaging if they lose, and compared it to the profit brought in from sales of similar looking products, and found that they’re quids in if they carry on doing what they’re doing. But with the recent win in the UK courts for Thatchers Cider, it’s going to be interesting to see if this is just the beginning of the end for Aldi’s approach to packaging, which can only be better for brands and for customers, ensuring they’re buying what they actually think they’re buying in the few seconds they spend looking for it on the shelf.
— Know your audience
