Restaging Good Day – Making ‘Good’ Days ‘Better’

Abstract

In March 2015, Ali Harris Shere, Vice President, Marketing at Britannia Industries Ltd. took his team by surprise when he announced that they are going to rebrand “Good Day”. Britannia, a highly successful FMCG company in India, was the market leader in the biscuit and cookie segment. Good Day, was one of the oldest and highest selling brands of Britannia, and in fact, it was with Good Day that the cookie segment started in India. As the brand had been consistently doing well, many in Shere’s team were not convinced with the idea of rebranding the biscuit. While the company did rebrand Good Day, the question that needs to be answered is, “whether the rebranding was worth the effort?”