Adaptability. Magnolia Choco-Vim was later rebranded as Magnolia Chocolait. Magnolia Chocolait, was made to appeal to the young go-go crowd. Chocolait then was sold in the market with its glass packaging, but since it’s safer to use plastics and tetra packs because the process is one-way (meaning the packaging doesn’t return to the plant for washing and you always use fresh or new material), they stick with using tetra packs. And it's packaging is also appealing to kids.
Logo and Symbol. Magnolia Choco-Vim was remembered with its logo as the same with its name in dark blue colored typeface. The brand "Choco-Vim" is bigger and much bolder than 'Magnolia,' and perhaps is the reason why people remembered Choco-Vim more than the word Magnolia.
Protectability. Magnolia is a business unit of San Miguel Corporation's Magnolia Ice Cream Division. It entered into a joint venture with New Zealand Dairy Board in 1987; named as Philippine Dairy Products Corporation (PDPC); SMC owning 70% until in July 2002 buying out NZDB share and became "Magnolia Incorporated", a subsidiary of San Miguel Pure Foods Company.
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Transferability. Magnolia Choco-Vim (Magnolia Chocolait), being a chocolate milk drink, can be paired with any other appealing flavors like fruits (strawberry, grapes, oranges, etc.); extending the product's category. Since milk is also sourced from cows, the product crosses geographic boundaries like New Zealand and Australia for the raw materials.
Brand name. Magnolia Choco-Vim, a popular comfort drink in the 70's, was the precursor of today's Chocolait. Faced by intense competition with other chocolate milk brands in the 70's and 80's, Choco-Vim was eventually re-branded as Chocolait.