This Is So Worth Reading!

By Maria Cypher

October 11, 2007

I’m confused about Woolworth’s new product branding strategy in the UK; they’ve launched a private-label champagne under the moniker WorthIt!. Now it really doesn’t take a branding company to tell you that you don’t scream “value” or “worth” in a name without achieving the exact opposite effect.

But what makes Woolworth’s new product name a particularly odd choice is that the champagne is rumored to be a loss leader. The £5 pricetag is far less than the cost to produce the champagne, ship it from France, and pay taxes on it.

Yet Woolworth’s is telling us it’s worth only £5. Those Brits are such modest folks. Or maybe “HellaGoodDeal!” was unavailable?

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