A month ago, two TV Channels in Spain launched a campaign in”defense of the branded products”… We are hearing slogans like  “We believe in brands” and/or “Do not stay white”… “We are with the brands”…

These ads are based on the principle that there is a war between branded products and white labels… and the second ones are winning the battle…

Wrong principles generate confusion

This principle is, at least, inexact… I was trying to think, remember, find examples of white label products, and I couldn’t…The times of the big pop-corn bags are far away.

We are in a world of branded products and branded products… Yes!… One are owned by certain manufacturers and others are owned by the distribution. To be clear, the game is between branded products and DOBs’ (Distribution Owned Brands), and the second ones are winning this round (not necessarily the game).

We choose DOBs’ because the brand is telling something that we are able to decode, is functionally aligned with today’s constrains and emotionally relevant. It’s a simplification to think that the reason to buy is only based on price.

Example

The International Taste and Quality Institute (Brussels, Belgium) gave in 2008 the Superior Taste Award (3 stars) to Carrefour’s Confiture Mure Cassis.