Britannia’s Good Old Good Day Revamps As A ‘Smiley’ Cookie

Good Day cookie has been revamped to resemble a smiley design in the cookie, the logo and packaging. The brand shared eventual changes in adorable visuals on social media

Good day smiles

Your good old Good Day cookie has just got a makeover. The flagship cookie brand from the country’s largest biscuit maker, Britannia Industries has unveiled a brand new tastier avatar, bringing alive its philosophy of ‘Smiles’. It’s a smile that makes it a good day. Everything from the new Good Day cookie to the logo and the packaging has a smiley design on it.

Launched in 1987, the Good Day cookie became a favourite in the premium cookie category. Now the nearly three-decade-old brand has felt the need to revamp, especially with the growing competition eating into its shares. Britannia Industries has been revamping many of its core biscuit brands starting this year.

The new avatar has been revealed through a TVC conceptualised by McCann Worldgroup India. The 40-second spot has a little boy wondering what’s new in the new cookie, while the ad takes one on a journey of happiness. The straight lined ridges on the cookie have turned curvy, resembling a smile.

Everyone in the ad is delighted with all the smiles in their favourite cookie, a joy that comes after waiting for a long time. The voiceover at the end says, ‘Har cookie mein kayi smiles’.

 

The new smiley avatar was unveiled over the week on the brand’s social media properties. The Britannia Good Day Facebook and Twitter pages began by sharing snippets of the new logo, before the final logo reveal in a short video.

Now the cookie is adding smiles in all its content pieces, including the visuals created for Onam and Raksha Bandhan.

Adding smiles to make your day

Britannia Good Day enjoys a 70% share of the premium cookies market at present. Armed with a brand makeover and new streamlined processes, the premium cookie brand is looking to grow its market share, or rather protect it from being eaten into by the other biscuit giant, ITC. I can’t imagine Good Day ever losing its market leadership but it’s numbers that should do the talking and not my personal bias.

The use of social media to bring on the smiles is impressive. Sharing little snippets prior to the big smiley reveal has added some fun into it. Stressing on the smiley in its visuals shared on social media, especially for those visuals made for recent festivals like Onam and Raksha Bandhan is a neat way to drive home the message. Hopefully the efforts bring in more smiles at Good Day’s year end figures.