Laura Ries says, "No." She discusses the Hellman's brand. Hellman's mayonnaise is full fat, so
What do you do when the world seems obsessed with dieting, fat and calories? When every product is promoting it is low-fat, fat-free, low-carb, high fiber or zero calorie? When everybody is on a diet, gobbling up calorie reduced manufacture foods yet still hungry, miserable and (at least in the U.S.) fat?Most company executives and product managers would either modify the marketing message or come out with a "light" version of the product under the same brand.
What does Laura suggest?
Whatever your brand is, you have to deal with it. Pretending it isn't high fat isn't going to change what’s in the package. And promoting your “light” version just reinforces in the mind of consumers how “fattening” the regular version must be.In other words, maintain brand focus.
Like food, a brand is best when it is real, simple and focused. If opportunity strikes in another direction, companies should launch a new brand.