Walmart just figured out that the cheapest thing that they could do was actually make something look more expensive.

@iamnicorojas

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Why it worked

The video provides high-value, educational business analysis that feels like a mini-documentary, keeping viewers engaged through a clear, relatable narrative about consumer psychology.

Summary

The creator analyzes how Walmart is rebranding its Great Value line to look more premium, following the successful strategy used by Target and other brands. He explains that consumers judge products not just by performance, but by how the packaging makes them feel, and argues that better design can change brand perception.

Structure

1Introduction to Walmart's rebranding strategy
2Explanation of the two factors in product perception
3Analysis of Target's successful in-house branding
4Discussion of how packaging influences consumer behavior
5Conclusion on Walmart's new approach

On-screen text

Walmart just figured out that the cheapest thing that they could do was actually make something look more expensive. New at Walmart Rebag: pre-loved luxury picks Shop now Is Walmart's in-house brand. They buy it every single week because it saves them But Walmart has realized were actually ashamed it's a product trusted enough to be in your home, But one that says that you went with the cheaper option. Think about that for a second. So there are two parts to how your brain actually judges a product How it performs How it makes you feel What does this say about me When someone sees it on the kitchen counter. Great Value has always had the first one down to a science, but they couldn't shake the feeling that buying it meant that you were settling. Walmart has literally spent millions of dollars trying to fix this. The food has stayed the same. The price has stayed the same, but now all that has changed is the outside of the box. All because someone already proved that this works. They're taking a page out of the Target playbook. Target has built their entire identity around this. Their in-house brands are still generic alternatives, but the packaging looks so premium that people actually prefer to buy the Target House brand over the name brand. On top of that, they are leaning into this whole Shoppy shop idea. Brands like Fishwife blowing up out of nowhere simply because the packaging looks higher-end it looks cool. It looks like something you'd leave out on your counter, and a friend walks in and says, What is that? See Walmart has quietly been watching all of this, and now they're bringing the same energy to Great Value. I mean, think about the last time that you grabbed something off the shelf because it just looks good. Your brain was simply influenced by the box. I believe that this redesign is hoping to do the same thing. What do you think about the redesign? Does it still look cheap to you?

Original caption

target's good & gather proved people will choose a store brand if it looks good enough — and walmart took notes. they're rebranding great value with the same strategy because the psychology is undeniable. when packaging makes something feel premium, price stops being the only factor. #marketing101 #brandstrategy #marketingstrategy

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Transcript

Walmart just figured out that the cheapest thing that they could do was actually make something look more expensive. Here's what I mean. Great Value is Walmart's in-house brand. I mean, people love this. They buy it every single week because it saves them real money. But Walmart has realized that a lot of people were actually ashamed to own it. It's a product trusted enough to be in your home, but one that says that you went with the cheaper option. Think about that for a second. So there are two parts to how your brain actually judges a product. One, how it performs. Does it taste good? Does it actually work? Is it worth your money? And two, how it makes you feel. What does this say about me when someone sees it on the kitchen counter? Great Value has always had the first one down to a science, but they couldn't shake the feeling that buying it meant that you were settling. Walmart has literally spent millions of dollars trying to fix this. The food has stayed the same. The price has stayed the same, but now all that has changed is the outside of the box. All because someone already proved that this works. See, they're taking a page out of the Target playbook. Target has built their entire identity around this. Their in-house brands are still generic alternatives, but the packaging looks so premium that sometimes people actually prefer to buy the Target house brand over the name brand. On top of that, they are leaning into this whole shoppy shop idea. Brands like Fishwife blowing up out of nowhere simply because the packaging looks higher-end. It looks cool. It looks like something you'd leave out on your counter, and a friend walks in and says, what is that? See, Walmart has quietly been watching all of this, and now they're bringing the same energy to Great Value. I mean, think about the last time that you grabbed something off the shelf because it just looks good. Your brain was simply influenced by the box. I believe that this redesign is hoping to do the same thing. What do you think about the redesign? Does it still look cheap to you?