Do you ever remember wanting something that others had? Did you ever try to be something, dress or act a certain way because it made other people look cool, only to have it blow up in your face?
Red Stripe was first imported to the United States in 1985 with poor initial results. You see, Red Stripe for export was packaged in green standard 12 fl oz bottles, trying to ride on the tail of Heinekens success. Red stripe was also originally bottled in long neck glass with paper labels instead of the stubby brown bottle.
The idea was that these types of bottles had been working successfully in the U.S. and if it worked for the American Brewers it would help sales with the little Jamaican brewer in the U.S as well -- It didn't. American consumers who had been exposed to Red Stripe when traveling to Jamaica as well as Jamaican expatriates were hesitant to try the brand in the U.S. since it was not packaged in its distinctive squat brown bottle with painted label.
Realizing their error the company switched their export back to the familiar, original Jamaican packaging and stuck true to the Jamaican heritage when the company decided to pair reggae music and Red Stripe for marketing. Realizing that building off of who they were instead of becoming what they thought the American consumer would want turned out to be the strongest solution.
Today, although there a companies that use similar proportions, Red Stripes short chubby stature is signature to the company. The shape is recognizable from across the room and accentuated by its bold red and white label painted directly on the bottle.
Stay true to who you are and play off your strengths and create your own image. Consumers can smell a phony a mile away.