Do food and drink ‘dupes’ actually exist?
The beauty industry is famed for its ‘high street dupes’; versions of more expensive, designer products that do the same thing, but at a fraction of the cost.
But can you really ‘dupe’ taste in F&D?
Now, as the nation grapples with the cost of living, finding the same thing, but for less is more tempting than ever.
Meghan Markle’s favourite red wine, Tiganello, is one brand that entered the mainstream after she named her blog ‘The Tig’ after it. Now, wine influencers online claim they have found a dupe in Aldi’s Toscana Rosso (£10 vs £150).
It’s a great way to generate buzz for the discounters, but what does this mean for brands?
🤳 Building a culture-first strategy is essential
Loyalty doesn’t come for free, and if you want to retain customers then knowing how to speak to them in a way that makes them feel something is key to creating a connection.
👄 Dial up quality and taste credentials
Dupes rarely meet the mark that brands do in terms of quality, so finding the right way to make sure this is a clear component in your comms should be prioritised. Just beware, too much function vs fun is a fine balance.
💸Be conscious of the CLC
People are worried about their finances, it’s a fact. Being mindful and understanding of this while showcasing why your brand delivers better is the first step to ensuring your product is the one they invest in over a dupe.
