Retailers Colruyt are working out new policies for their own-brand products. Different names are about to change as many will become standardized, including that of the cheap ale “Cara Pils” which would become “Everyday Pils.”

Protest actions quickly emerged on social media.

Facebook pages to keep the original name were launched, people shared their Cara memories on Twitter to show their involvement and express their regrets and there were even calls to organise a protest march.

Stef Verbeeck explains that Cara Pils is “an emotional brand. We link it to certain stories, mostly nostalgic moments from our past, our time as students for example. The more we link a certain brand to personal memories, the stronger the emotional bond and the more we will start to like it.”

Verbeeck adds that Colruyt made a mistake as it underestimated consumers’ reactions. “Colruyt made the decision from a rational point of view. But you have to take into account your consumers. We live in a time where you can’t just do as you please.”