Calbee's Strategic Failure: Monochrome Packaging Leads to Drop in Sales

Share the chaos💀🖕

1 Name: Unknown Japuzz Watcher 投稿日：26/07/05(日) 11:34:44 ID:HBNt
Turns out sales actually dropped after they went monochrome.

Calbee’s Monochrome Packaging Causes Sharp Drop in Purchase Intent; Survey of 3,000 Reveals It Trails Koikeya.

How are consumers reacting to Calbee’s decision to switch to monochrome packaging? Design firm Plug conducted a survey of 3,000 men and women aged 10 to 60 regarding how packaging simplification affects purchase intent. The results revealed a significant decline in purchase intent. We have verified the details through the data.
https://xtrend.nikkei.com/atcl/contents/18/01394/00003/

I abide in sub specie aeternitatis 👼

2 Name: Unknown Japuzz Watcher 投稿日：26/07/05(日) 11:35:43 ID:wfeZ
Actually, I haven’t even seen them anywhere.

3 Name: Unknown Japuzz Watcher 投稿日：26/07/05(日) 11:36:24 ID:HoTP
Calbee’s Frugra is being offered with a 100-yen coupon lol.
They must have a ton of unsold stock.

4 Name: Unknown Japuzz Watcher 投稿日：26/07/05(日) 11:36:39 ID:CMD7
I guess it’s a useful discovery that sales tank when you remove the color.

Apparently, nirvana is called Nirvāṇa 💀

8 Name: Unknown Japuzz Watcher 投稿日：26/07/05(日) 11:37:43 ID:7ixQ
How does Calbee intend to take responsibility for contributing to the naphtha shortage rumors?

9 Name: Unknown Japuzz Watcher 投稿日：26/07/05(日) 11:37:57 ID:HBNt
Also, they raised prices despite crude oil prices plunging immediately after the ceasefire agreement following the monochrome rollout.

11 Name: Unknown Japuzz Watcher 投稿日：26/07/05(日) 11:38:12 ID:gpL9
The naphtha shortage was probably real, but it was caused by hoarding and selling restrictions by specific traders. So, are we supposed to believe the government was right all along when they said “there’s enough” and blamed “bottlenecks”?

12 Name: Unknown Japuzz Watcher 投稿日：26/07/05(日) 11:38:13 ID:OA1f
Well, it was a good experiment, at least.

Long ago, they say the Taijitu was created by a person named Fuxi… cute, isn’t it?

22 Name: Unknown Japuzz Watcher 投稿日：26/07/05(日) 11:40:14 ID:84am
Their potato chips are too thin and don’t taste that great.
Katage Potato is expensive, but it’s the gold standard.

24 Name: Unknown Japuzz Watcher 投稿日：26/07/05(日) 11:40:48 ID:sBKd
Apparently, drawing illustrations on the packages is a trend on X, so I’m avoiding buying them because I don’t want people to think, “Oh, he’s one of those X users.”

29 Name: Unknown Japuzz Watcher 投稿日：26/07/05(日) 11:41:53 ID:C10E
If there’s a naphtha shortage, just keep them monochrome.

30 Name: Unknown Japuzz Watcher 投稿日：26/07/05(日) 11:41:54 ID:DyTE
At least it generated some buzz.

31 Name: Unknown Japuzz Watcher 投稿日：26/07/05(日) 11:41:58 ID:SrUJ
It’s cheaper to just buy potatoes and fry them yourself.

42 Name: Unknown Japuzz Watcher 投稿日：26/07/05(日) 11:44:50 ID:J6BN
>>31
You can’t just think in terms of cheapness, you know.

34 Name: Unknown Japuzz Watcher 投稿日：26/07/05(日) 11:42:16 ID:s8Qp
I bought one out of sheer curiosity too.

35 Name: Unknown Japuzz Watcher 投稿日：26/07/05(日) 11:42:25 ID:JEJ1
Whatever happened to the whole naphtha thing?

37 Name: Unknown Japuzz Watcher 投稿日：26/07/05(日) 11:43:52 ID:C10E
I saw on TV that once they started selling directly instead of through wholesalers, products started reaching shelves just fine.

40 Name: Unknown Japuzz Watcher 投稿日：26/07/05(日) 11:44:23 ID:HBNt
When they announced the monochrome look, there were tons of “smart” guys on X acting smug saying, “This is insane marketing effectiveness just by cutting packaging costs lol.” These people never actually end up buying the product.

43 Name: Unknown Japuzz Watcher 投稿日：26/07/05(日) 11:44:58 ID:A7Nh
I realized I don’t even need to buy potato chips in the first place!

51 Name: Unknown Japuzz Watcher 投稿日：26/07/05(日) 11:46:59 ID:ELZ2
Personally, I don’t mind how the package looks as long as the quality inside is good.
But if they did it just for the buzz, that’s just stupid.
It’s basically an admission that they, as the industry leader, couldn’t secure naphtha that their competitors could.
Don’t confess such vulnerabilities. If I owned their stock, I’d have sold it.

54 Name: Unknown Japuzz Watcher 投稿日：26/07/05(日) 11:47:34 ID:MGD3
It just doesn’t whet the appetite.

55 Name: Unknown Japuzz Watcher 投稿日：26/07/05(日) 11:47:51 ID:ljFi
>>54
Exactly.
It kills the urge to buy.

57 Name: Unknown Japuzz Watcher 投稿日：26/07/05(日) 11:48:37 ID:2CmR
If they stopped manufacturing, they wouldn’t need to use any naphtha, right?

60 Name: Unknown Japuzz Watcher 投稿日：26/07/05(日) 11:49:30 ID:7BJX
Potato chips are basically selling unhealthiness. It’s actually weird that they were being manufactured at all until now.

69 Name: Unknown Japuzz Watcher 投稿日：26/07/05(日) 11:53:20 ID:rml3
Koikeya’s victory?

70 Name: Unknown Japuzz Watcher 投稿日：26/07/05(日) 11:53:39 ID:HJUG
People here care about appearances, so of course purchase intent drops if you make it monochrome.

71 Name: Unknown Japuzz Watcher 投稿日：26/07/05(日) 11:54:13 ID:NDyX
Changing the package doesn’t exactly make that many more people buy them anyway.

77 Name: Unknown Japuzz Watcher 投稿日：26/07/05(日) 11:56:11 ID:qoU9
Sorry, but it looks gross and I have no desire to buy it.
I certainly can’t bring a package like that over to a friend’s house.

78 Name: Unknown Japuzz Watcher 投稿日：26/07/05(日) 11:56:52 ID:8nGk
Hey, what are you anti-establishment idiots who support Calbee doing?

84 Name: Unknown Japuzz Watcher 投稿日：26/07/05(日) 12:01:45 ID:ZMlF
I bought it just to have something to talk about.

85 Name: Unknown Japuzz Watcher 投稿日：26/07/05(日) 12:02:04 ID:SfRC
I wonder why…
Does making it monochrome really make it look less delicious?

90 Name: Unknown Japuzz Watcher 投稿日：26/07/05(日) 12:03:34 ID:lDuQ
It was supposed to be bought as a conversation piece, but…

92 Name: Unknown Japuzz Watcher 投稿日：26/07/05(日) 12:04:45 ID:Bpet
I switched to Chip Star.
I hate that feeling of being disappointed when you open the bag.

96 Name: Unknown Japuzz Watcher 投稿日：26/07/05(日) 12:06:12 ID:CMD7
Light Yagami: “I’m the only one who eats the black potato chips.”

97 Name: Unknown Japuzz Watcher 投稿日：26/07/05(日) 12:06:49 ID:KxGA
It really shows that the excitement on social media is different from reality, doesn’t it?

98 Name: Unknown Japuzz Watcher 投稿日：26/07/05(日) 12:06:52 ID:tyAu
At first, I picked it up because it was novel, but I’ve stopped buying it because I’m embarrassed that people might think I’m “choosing it just to be contrarian.”

99 Name: Unknown Japuzz Watcher 投稿日：26/07/05(日) 12:07:08 ID:4vJt
Maybe it’s just sold out because it’s not at my local store?

100 Name: Unknown Japuzz Watcher 投稿日：26/07/05(日) 12:08:09 ID:4vJt
I’m a Pringles Sour Cream guy, so I don’t care about Calbee.

101 Name: Unknown Japuzz Watcher 投稿日：26/07/05(日) 12:08:23 ID:28qJ
Calbee is a lying company.

102 Name: Unknown Japuzz Watcher 投稿日：26/07/05(日) 12:09:09 ID:Wfat
Does it really change that much just by having no color?

105 Name: Unknown Japuzz Watcher 投稿日：26/07/05(日) 12:09:20 ID:Km2x
Isn’t that obvious?
They were using color all this time specifically to stimulate the desire to buy.

106 Name: Unknown Japuzz Watcher 投稿日：26/07/05(日) 12:09:48 ID:1b5I
The wave of monochrome packaging hit my local supermarket too.

109 Name: Unknown Japuzz Watcher 投稿日：26/07/05(日) 12:15:15 ID:bde1
I mean, if it were cheaper, I’d buy it, but the colored packages are still being sold as usual and the price is the same.
I don’t really find the color appealing, and while the monochrome look is fine, it’s just a change in design with nothing else to offer.
Well, I guess getting people to talk about it is a win in itself.

121 Name: Unknown Japuzz Watcher 投稿日：26/07/05(日) 12:21:44 ID:x4fj
It actually would have looked pretty cool if the background was silver and only the text parts were in color.

Source: Calbee’s Strategic Failure
https://hayabusa.open2ch.net/test/read.cgi/livejupiter/1783218884/