angus.todd

One of the topics discussed in the article “Positioning” by Al Ries and Jack Trout was the importance of getting your product into the consumer’s mind. Recently there has been a certain breakfast cereal which has been growing in popularity for doing exactly that. In 2009 a couple from BC began selling their healthy breakfast cereal online. It was then called HapiFoods. With hundreds of cereal brands already fighting for a share in the market, the name HapiFoods wasn’t quite grabbing the attention of the consumers and it showed. The couple sold about ten bags per day under this name. After getting raving reviews from their few customers the couple decided to change the name to Holy Crap. Under the new name the cereal sold 100 bags on the first day alone.

Holy Crap is an extremely healthy cereal packed full of amino acids, omega 3, natural fibre and iron. Often a product with such health benefits can boast them as a relevant distinction from competitors however there are many other cereal brands claiming to benefit health. In this example Holy Crap used its unconventional name to get its brand into the consumer’s mind.

http://holycrap.ca/