Even more so than in other formats, there is significant power in disruption for Classic Rock/Hits radio. Relying on music from the past with artists that are not nearly as active as other formats, I find myself writing frequently about the need to execute the format flawlessly. Additionally, stations must periodically turn things upside down to keep listeners engaged.
To be clear, this isn’t just my rantings and ravings from behind the keyboard. There are many real-world examples of why disruptions can be good for a brand. The latest example comes from the world of soft drinks.
The Lime-Lemon Shift
The original Un-cola, 7UP, recently did the unthinkable. It changed from being a “lemon-lime” soda to being, gasp, a “lime-lemon” soda. On the surface, this seems minor. However, as the category originator, “lemon-lime” is what sounds and feels right. It’s a deceptively small yet huge change. Nobody says “pepper and salt.” No one says they want “jelly and peanut butter.” And no one said “lime-lemon” until now.
The change isn’t just on the packaging. Furthermore, the flavor has supposedly changed to be more lime-forward. This marks the first major adjustment in the last fifteen years. But don’t get too excited. There are reports from some early taste tests saying it’s tough to distinguish the new formula from the old.
But if the taste isn’t really that different, why bother doing this at all? The answers will sound familiar.
Why Make This Change?
For starters, much like your station probably has, 7UP faces a lot of competition. These competitors offer very similar products, such as PepsiCo’s Starry and Coca-Cola’s Sprite. More importantly, in this particular soda category — much like our Classic Rock/Hits stations — very little ever seems to change. It’s been three and a half years since the last major disruption. That was when PepsiCo killed off Sierra Mist to launch Starry. Honestly, who really noticed? Could you have named Sierra Mist if I hadn’t already mentioned it?
Second, this is a low-risk, high-reward venture. If the difference in recipe is really that subtle, there’s very little chance of losing brand fans. However, it does create an opportunity for new, attention-getting packaging. Potentially, it gets people talking about a product that frankly flies under the radar. This applies to marketing and excitement alike. Much like many of our stations.
Third, it’s inexpensive. Rights to the 7UP brand in the United States are owned by the Keurig/Dr. Pepper company. This is the third-largest soda company behind Coca-Cola and PepsiCo. While not completely shut out of marketing budgets like many radio stations, Keurig does spend significantly less than the other two. Consequently, the only way to narrow that gap is by earning attention. Doing things like this — changing the formula — certainly accomplishes that.
Applying Disruption to Your Station
So, once you get used to saying “lime-lemon,” it’s time to consider what this could mean for your station or show. I wouldn’t recommend calling your music “Rock Classic” instead of “Classic Rock.” I wouldn’t start calling them “Roses ‘N Guns” instead of whatever their actual name is. But there are certainly small things you can do to get attention.
For example, the next time your station does a public appearance, hang your station banners upside down. I guarantee that will get listeners to come over to your broadcast setup and engage. Additionally, if you can scrape together a trade deal and a cheap auto wrap, go to a used-car lot. Find a non-traditional station vehicle to drive around town. Take it from the guy who had an X-treme Radio Cadillac — the right vehicle can be far more memorable than a van.
On the air, look closely at everything your station has done regularly for years. Try to find something equivalent to going lime-lemon. Perhaps adjust the formula for your lunch feature. Or do “Three-Fer-Tuesday.” There are countless opportunities to lime-lemon your music, shows, features, production, and promotions. Like 7UP, look for opportunities that set you apart from competition. These should carry very little risk and cost virtually nothing.
So, get after it. And while you’re disrupting your station, I’ll be enjoying a crisp, refreshing lime-lemon soda.
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