A common Advertising Trope
(and Stock Phrase
) used when the packaging for something is redesigned. To reassure the consumer that, although the wrapper has changed, the underlying product is the same and there is no reason to be alarmed, the new version will proudly proclaim, "New Look, Same Great Taste!" or a close variant thereof, thus signaling to existing fans of the product that they have nothing to fear from the strictly-cosmetic changes.
(Of course, this also means that... the changes were strictly cosmetic, so guess what: if you were dissatisfied with the product before, you won't be any happier now.)
Compare and contrast New and Improved
- Used in this Pepsi commercial.
- Pastaroni employed it after a packaging change in 2010.
- Used by Dole in juice advertisements: ◊
- This◊ Daawat basmati rice ad boasts, "Fresh new look, same great taste."
- Used by Gustafson Farm milk here◊.
- Eight O'Clock Coffee provides the page image.
- Used by Minute Maid.
- Comparably and infamously disastrous for Tropicana; their attempt to ditch their 50-year logo for a modernized look which made it look a sketchy store brand drew so much ire from consumers they switched back to the old packaging within mere weeks.
- After the cans of Mountain Dew: Code Red were redesigned, they bore the text "New 'do, same dew!"
- At a certain point, Colgate-Palmolive realized that its Darkie brand of toothpaste popular in China (where it was known as "Black Man Toothpaste") was causing some bad press in America: besides the name, the brand mascot was a minstrelish smiling black man in a top hat. However, they had strong brand loyalty, so it was difficult for them to change the brand completely (there really isn't that much separating different brands of toothpaste, so brand loyalty is very important in the business). Their solution? They renamed the brand "Darlie" and changed the minstrel to a generic, ethnically-ambiguous man in a top hat. However, they never did change the name of the brand in Chinese, and true to this trope, soon began running ads explaining that despite the logo and other packaging changes, "Black Man Toothpaste is still Black Man Toothpaste."