Is Tip Top’s New Range Putting Its Brand Equity at Risk?
For decades, Tip Top has been synonymous with Kiwi summers and childhood memories. As one of New Zealand’s oldest ice cream brands, it holds a special place in our collective consciousness. But with the launch of its budget-friendly range, Tip Top Moments, online chatter suggests this beloved brand may be on thin ice.
Reddit posts and comments about Tip Top Moments have been overwhelmingly negative, with complaints about the product’s taste, texture, and ingredient quality dominating discussions. Critics describe the product as “liquid sugar,” “coagulated palm oil,” and worse, lamenting the shift from Tip Top’s traditional quality. Some consumers feel the brand has “stooped too low,” with many openly recommending competitors like Much Moore, citing their commitment to quality ingredients at similar price points.
This negativity raises an important question: is Tip Top Moments harming the brand’s equity? While these comments are concerning, relying solely on online sentiment to draw conclusions would be a mistake. Social media platforms like Reddit often amplify negative opinions due to engagement algorithms and community dynamics. Critical voices are louder, and posts that spark outrage or disappointment tend to attract more interaction.
However, dismissing this feedback entirely would also be unwise. Social media is often the first place consumers turn to express their thoughts, offering an early signal of potential brand challenges. The key is not to overreact but to seek a deeper understanding of consumer sentiment.
Retail scanner data might indicate how Tip Top Moments is performing in terms of sales, but it can’t reveal why consumers are making their choices or how they feel about the product. That’s where robust consumer research comes in. Proper research goes beyond surface metrics, exploring key questions like:
What’s driving purchases of Tip Top Moments? Is it price, nostalgia, or something else?
How do buyers perceive the product’s quality and value compared to expectations?
How does the introduction of Moments impact overall perceptions of the Tip Top brand?
By answering these questions, Tip Top can determine whether the Moments range is meeting a real market need or if it risks alienating its core customers. Additionally, research can identify whether the negative online comments reflect a broader trend or are limited to a specific subset of consumers.
It’s worth noting that Tip Top Moments was launched in response to economic pressures, providing a more affordable option for budget-conscious consumers. This strategy makes sense in a market where rising costs are squeezing household budgets. But affordability shouldn’t come at the expense of quality—especially for a brand as iconic as Tip Top.
Brands with long-standing equity like Tip Top must tread carefully when introducing new products, as consumer expectations are often tied to their legacy. Missteps can erode decades of goodwill. With comprehensive research, Tip Top can course-correct if necessary, ensuring that its legacy remains intact while meeting the needs of today’s consumers.
What do you think about Tip Top’s new strategy? Have you tried Tip Top Moments? Let us know your thoughts!
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