Blog: Mercardona, changing color codes for not an obvious reason

In our previous article we discussed about changing category rules. In Pepsi article was about the naming, this time we discuss about color codes. In this case the player is the biggest retailer in Spain (Mercadona). As you can see in the picture below, they have a range or canned tuna. Everything is ok until now. However, the color of their varieties is confusing Mercadona consumers. For longtime in the spanish market, yellow color in tuna was connected with sunflowert seed oil. Blue was used for tuna in water and green for tuna in olive oil. It make sense if we connect colors with the origin of the oil/water.

In this case you can see how Mercadona packaging of tuna in water is using color yellow. Is it a big issue? For some consumers could be confusing, they could end up buying the wrong product. This is the case of a GenZ consumer (Andrea Legaspi) that using social networks was publishing a post complaining about the color codes. In this occasion it is crystal clear that Mercadona should change the color, to help their consumers to identify the product that they want. Who in Mercadona Marketing team decided to do that? What´s the value of changing colors? Tell us your point of view. Let´s see in the future if Mercadona follows the "boss" (this is how they call consumers) opinion. For more info click here.