Despite conducting extensive market research before the launch, there was public uproar. At the height of the backlash, Coca-Cola was receiving 1,500 calls a day from disgruntled consumers. What the company had underestimated was just how emotionally attached consumers were to Coca-Cola and everything it represented.
There are parallels with SIA. Both companies sought to modernise iconic brands, and illustrate the risks of underestimating the meanings and emotions they evoke in customers.
KEEPING SIA DISTINCTIVE
SIA is not simply a premium airline but a premium Asian brand – one that evokes a particular sense of comfort, elegance, and Asian hospitality. And this is precisely what feels missing in the new design.
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