@jaysmarketingtips — 38x breakout selling Country Fresh

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5 South African products that got smaller, but cost the same

@jaysmarketingtips

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+13.4K views over 5.4d · ~2.5K/day · 6 observations

Promoted product

Country Fresh

Why it worked

The video taps into a relatable consumer frustration with 'shrinkflation,' presenting common products in a listicle format that encourages engagement and sharing due to its informative and slightly critical tone towards brands.

Summary

This video highlights five South African products that have decreased in size or quantity while maintaining the same price, a phenomenon known as shrinkflation. It details changes in ice cream tubs, Magnum Minis, baby formula, Cadbury chocolate bars, and Coca-Cola bottles, illustrating how consumers are paying more for less product.

Structure

1Introduction to shrinkflation in South Africa
2Ice cream: Country Fresh tubs reduced
3Magnum Minis reduced in quantity and size
4Baby formula: NAN OptiPRO Gold reduced weight
5

Original caption

Here are 5 South African products that got smaller, but cost the same. Number 1 is in almost every fridge in this country. Number 5 is ice cream. Country Fresh tubs went from 2 litres to 1.8 litres. The tub stayed the same size. They printed the new size on the bottom, where nobody looks. That's 200ml less for the same money. Number 4 is Magnum Minis. A box used to have six. Now it has five, and they're smaller too. Number 3 is baby formula. One brand went from 900 grams to 850 grams in 2016. The price didn't stay the same. It actually went up. Number 2 is Cadbury. The big slab used to be 200 grams. In 2009 it dropped to 180. Now it's 150. The normal slab dropped from 100 grams to 80. Cadbury blamed a 40% jump in cocoa prices. And in first place… In 2017 the buddy bottle went from 500ml to 440ml. The can went from 330ml to 300ml. The price never moved, so you're paying 13% more. They even said sorry for not telling us. That's Coca-Cola.