The In-Store Display Shows How to Keep a Legacy Brand Thriving

Old El Paso could’ve faded into irrelevance but this legacy brand has real staying power. In this retail walk-through, We spot an in-aisle execution that gets it right: bold branding, playful claims, and standout visuals that drive appetite appeal.

Description

We break down how smart visual design and brand modernization keep Old El Paso relevant and retail-ready.

What’s a legacy brand you think needs a packaging refresh?

Video Transcript

00:00:00 That's what America wants for sure. Hey
00:00:02 guys, it's Christy. I'm at Walmart in
00:00:06 Colorado and you're going to shop with
00:00:08 me right now and see what I see. Okay,
00:00:10 what do you notice? Obviously, this is
00:00:14 very branded. As a brand marketer, I
00:00:16 love that. I immediately see this is Old
00:00:18 El Paso. This is not Taco Bell. Looks
00:00:20 fun. Looks delicious. Love the messaging
00:00:23 on the side here. Low fuss, big flavor.
00:00:25 Yes, that's what America wants for sure.
00:00:28 These graphics, we didn't do them. I
00:00:30 wish we did, but I got to tell you, I
00:00:32 think they're fantastic. This is one of
00:00:33 those brands that probably if the design
00:00:36 hadn't been done right in the medium and
00:00:38 long term, think about old El Paso from
00:00:40 years ago. This could have been one of
00:00:42 those old, dusty, irrelevant brands.
00:00:44 They have done a wonderful job
00:00:45 continuously modernizing this brand and
00:00:47 then executing with excellence at
00:00:49 retail. So, I wanted to share with you
00:00:51 guys this little branding win right
00:00:54 here. I'm going to buy some. All right.
00:00:56 Bye.

Christy Lebor Partner & Head of Brand Development, SmashBrand

45 Articles

Christy Lebor is a Partner and Head of Brand Development at SmashBrand, a premier brand development agency championing the FMCG space. With two decades of Fortune 500 CPG experience, Christy harnesses her background from industry titans to infuse brands with a growth trajectory that transitions them from category disruptors to legacy brands.

Her portfolio includes:

Brand management roles at global giants: Kraft, PepsiCo, and Unilever.
Launching pivotal products: Axe Body Wash in the US and the original Dove Campaign for Real Beauty at Unilever.
Steering innovative product lines at PepsiCo: Gatorade chews, protein bars, Mio Fit, and Amino Energy.
Pioneering breakfast innovations at KraftHeinz: Just Crack an Egg
Leading the branded business segment and global innovation at JBS, the world's largest meat company in the world.

Prior to her tenure at SmashBrand, Christy's track record spans various senior management and development roles. Each role has honed her expertise in the intricacies of FMCG, enabling her to cultivate category advantages for brands. From SKU rationalization to directing pivotal innovation stage gates, Christy's acute expertise in FMCG has consistently placed her at the forefront of the industry. Her ability to make incisive, strategically sound decisions has been key in propelling brands to market leadership.

Her philosophy pivots on the principle that timely, relevant data, integrated with brand strategy, is the linchpin for brands aspiring to scale and establish market dominance. At SmashBrand, Christy intricately weaves this philosophy, ensuring brands are not just strategically poised but holistically developed.

Educationally, Christy is equipped with a BBA from The University of Michigan Business School, an MBA from the Kellogg School of Management, and additional prowess in Private Equity and Venture Capital from Harvard Business School.

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