Contributed Collaborative Post
Much is discussed about how to launch a brand new product and to achieve the greatest fanfare possible as you achieve that goal. Much less is discussed about how to relaunch a product. After all, you should just follow the same script as before, yes?
Not always. That’s because a product that is already known is going to be ignored if framed in the exact same terms. You need a new hook or something interesting to regain and keep that interest, which should translate into sales if you’re lucky.
Think about how Coca-Cola is often relaunched. The basic recipe remains the same, but we’ve had flavoured versions, named bottles, Christmas product launches, zero-calorie and sugar options, and product partnerships. It’s all about reselling and repromoting the same thing you’ve come to rely on, but with meaningful differences that are more than just a shift in narrative.
In this post, we’ll discuss some of the most effective ways even smaller companies without endless product revision budgets can gain the same results:
Packaging Revisions
Packaging changes are a common route, because they can help alter how a product is seen and delivered. Foamer pumps are a good example of that, because they alter how a product feels in the hand, change how it’s applied, and could help your product feel more suitable. Think of shaving foam for example, if it’s already foamed when in the hand as opposed to making your customers rub their hands together, you’ve made it more convenient.
Customers notice those physical details more than expected, because the experience of use is part of the product itself. A small alteration like this can make something feel renewed without chasing an entirely different formula or redesign.
Rebranding
Over time, a product’s appearance can blend into the shelf so much that people stop registering it. Rebranding helps draw the eye again. Updated labels, modern colour palettes, or sharper design work can reset that first impression and spark interest from both existing and new customers, even if it just gets redone for a modern era. However, we’d avoid the minimalist approach that customers seem exasperated with now – add more personality!
Moreover, if those design decisions connect to a broader theme or campaign, it feels deliberate and confident.
Added Value & Expansions
Giving customers something extra is almost always going to down well, but it has to be real. Some examples can include limited edition variations, bonus packs, or a bundled option alongside the original, which can give the impression of more choice and maybe suggest repeat purchases.
Expansions within the same line can also show that the product is still evolving, be that’s through new scents, new flavours, or small companion items. Sometimes companies just use “now with 50% extra!” and a larger shampoo bottle (as an example) to show that the product is continually trying to be competitive. This is of course something to be worked through with your design and financial teams, but these efforts can sometimes breathe new life into a dwindling product.
With this advice, we hope you’ll re-launch your product with confidence.
This is a contributed collaborative post
