I was having dinner with a group of Ex-Pat Hawaii people a few nights ago, and during the conversation, we were talking about some of the traits that people from Hawaii have; and I blurted out "brand loyalty". Most people who grew up in Hawaii have pretty much developed a strong brand loyalty to either one specific brand of a product, or to one of a few "local" brands of a specific product, mostly through some kind of indoctrination, and almost all with some kind of cautionary anecdotal tale. So I started naming some products and we got into a lively discussion……
What kine Mayonnaise?
Everyone said Best Foods. This brand is so ingrained, that if someone put a jar of Hellman’s in front of me, I wouldn’t buy it. It could have the same label and be essentially the same product, but I still wouldn’t buy it. Why? Because it’s not Best Foods. As one of the guys said; "have to be Best Foods, have to be….."
What Kine Shoyu (soy sauce)? Immediate answer – Aloha Shoyu!
Aloha Shoyu has been around since 1946, you can read a brief bio here. This one runs deep, really deep, there are recipes that specify Aloha Shoyu. In my household if I brought home the wrong shoyu, I’d die an ugly death. I know Yamasa tastes about the same, and honestly I don’t think I could tell the two apart in a blind test. But I’ll still drive to LA for my Aloha Shoyu if necessary. We still use Kikkoman, but mostly for sashimi and sushi.
Here’s an interesting one. All the younger guys didn’t even think about it. But to this day the only canned tuna I can eat is Coral. I’ve been brainwashed to associate all other tunas to "cat food", and believe me this belief is so strong that I’ll get nauseated at the thought of actually buying any other brand of canned tuna. I realize that Bumble Bee Seafoods produces Coral along with a myriad of other brands, but the only canned tuna that will touch my lips is Coral.
The Missus loves this packaged curry with tuna from Trader Joe’s, but I can’t bring myself to eat it, because I know the tuna’s not Coral. Yes, I know, I need major help…….
And what about the infamous:
I wouldn’t be caught dead opening a can of Treet, that would be sacrilege! I know I’ve eaten Treet many times, especially in plates from lunchwagons. But still you gotta have standards! A guy I once knew told me, "I don’t eat meat that rhymes with feet!". "But meat rhymes with feet." "Eh, dis’ is my rules, ok? Dat don’t count!" Same guy used to eat peanut butter and kimchee sandwiches, but well, at least he has standards, you know? Oh, and I love the little "classic" under the SPAM on the can, or as Reid would state – Spam®. Makes me think of Coke and Classic Coke.
I’m sure there are existing Marketing studies and books, but I’ve yet to see anything on brand loyalty in Hawaii. If you know of an article please let me know. For now I’ll just be Brand Loyal Me. I’m sure everyone has some product that they are loyal to, beyond all logic and reason, I’d love to hear what you all have to say! Coming up is Part2 – There was a time I believed that Corned Beef only came in cans…..
Well, gotta scoot
, Pepper & I are on our way to Mountain View, CA as you read this. I’m stopping in LA on the way back. I’m hoping to have a few "postable" items on my return. We’ll miss you Pepper!