The illusion of innovation: When new products and redesigned packs don’t solve a real problem

*Design decisions must be informed by evidence that any changes will solve a real problem. Blindly following trends will likely end in disaster. *

In today’s competitive marketplace, brands feel pressure to remain relevant by keeping up with the latest trends. This pressure can lead to companies frequently redesigning or launching products in order to be perceived as modern and up to date.

However, chasing trends without truly understanding what is driving changing consumer needs or long-term behaviour shifts can result in wasted efforts and missed opportunities.

The trend trap

In product design, there is often pressure to refresh packaging in the hope of attracting attention. The Ehrenberg-Bass Institute analysed case studies and survey responses from 569 brand managers, finding that the most common trigger for redesigns is the belief that a brand looks outdated.

However, without clear evidence of changing consumer needs, redesigns based on surface-level trends frequently fail to deliver.

Coca-Cola and PepsiCo have both previously updated their flagship products in response to an increase in health awareness among consumers. This wasn’t achieved by simply redesigning the graphics on pack, but rather by launching Coca-Cola Life and Pepsi Next. These soft drinks used stevia to reduce the sugar content and were marketed as healthier alternatives. Yet both initiatives failed to gain traction and were pulled from shelves not long after launch. Why? Because consumers weren’t just looking for “healthier” versions of existing products – these already existed in products like Coke Zero and Pepsi Max. Instead, there was a shift in behaviour towards new, healthier drink categories like sparkling water, cold brews, and kombucha.

Read the full article in Marketing Week.