It’s just oil… that’s worldly and special!

Posted at May 4, 2009 // Retail, Strategy / Tactics

The “Origin Story” is getting more and more marketing attention these days.

As far as products go, wine is the king of the origin story. Every wine has an origin, and that origin means something. That origin is supposed to affect the product in a tangible way.

Then, I remember chocolate making this play. Vosges Haut-Chocolate was a brand that built itself on the flavors of the world. Cocoa beans from different part of the world offers something slightly different to the chocolate world.

Today, I was shopping at Fresh & Easy Neighborhood Market (UK grocery giant Tesco’s US entry – currently a small chain in the West Coast). First of all, the store gives me a feeling of an expanded Trader Joe’s. Clean, higher-end, some focus on green / organic, and lots of private label stuffs.

Then, I spotted a product that was of particular interest to me. Fresh & Easy’s private label olive oil.

This line of olive oil, mimicking wine, also highlighted its origin story.

The whole line included products from Australia, California, Italy, Spain, Greece, and other exotic variations. Each variety has a reason for existence (at least a very good marketer created one). Each variety is unique and different and has something to offer the olive oil user.

For example, the olive oil from Greece featured the following copy on its label:
“Our full-bodied extra virgin olive oil has a slightly bitter, peppery finish. Perfect for dipping bread and for garnishing soups and sauces. Product of Greece.”

And folks, let’s face it… at the end of the day, it is only oil.

So, the question is: How would you take YOUR product to the next level?

Hmm… how would I…?

Tags : Product