Branding Confusion
Overheard at Trader Joe’s yesterday in the trail mix aisle. Keep in mind that all Trader Joe’s mixes are their own brand.
Young woman: The one I liked so much had nuts and seeds and Craisins® in it.
Harried husband/boyfriend: This one says it has pecans, walnuts, sunflower seeds, almonds, pepitos, and dried cranberries.
YW: No, not dried cranberries, Craisins®, they’re different, not actual cranberries. More like cranberry infused raisins.
Hh/b: Okay, I’ll ask someone. (Walks off, returns a minute or so later with employee).
YW: There was one I had with Craisins® in it that was really good.
TJ’s guy: This one has dried cranberries. I don’t think we have one with Craisins®.
YW: Oh, well, okay, I’ll just have to ask my friend who gave it to me. (Walks off without any trail mix at all.)
Lessons? Sometimes branding is clever but confusing. It is entirely possible that Ocean Spray supplies the cranberries for Trader Joes’ brand mixes. Wonder what they’d have to say about that lost sale.
