From Luxury to Everyday: How Brightland Is Rebranding Olive Oil Through Packaging

Brightland is an interesting brand with an interesting history. You can learn more by reading “Can Brightland’s new squeeze bottles help it win the olive oil wars?” (Fast Company, July 1, 2025).

Brightland, a premium olive oil brand known for its beautiful glass bottles and elevated positioning, has launched a new product line—Everyday Oils—in plastic squeeze bottles (see image down and right). Founder Aishwarya Iyer’s initial packaging strategy used “art-adorned” glass bottles (image on left) as a “Trojan horse” to attract customers to high-quality California olive oil. While this approach built a loyal customer base and strong brand identity, it also created a perception that Brightland oils were too “special” for daily use.

To shift consumer behavior and support California olive farmers more consistently, Brightland is now offering larger, more practical squeeze bottles for everyday use. These plastic bottles allow for better control while cooking, respond to rising consumer demand for this format (thanks in part to competitor Graza), and are priced more competitively. However, the brand still faces a pricing premium challenge in a category where many consumers prioritize cost. This packaging shift not only changes the usage context but also the perceived positioning—from luxury to lifestyle.

The article provides a context for discussing the role of packaging in the marketing mix (Chapter 8 in Essentials of Marketing), though in this case it could also be used to discuss re-positioning (Chapter 4).

In-Class Activity Ideas

1. Packaging Redesign Challenge: Students choose an existing premium product and redesign the packaging to make it appeal to a broader or more frequent-use market.
2. Brand Perception Exercise: Show two identical olive oils in different packaging (e.g., glass bottle vs. squeeze bottle) and ask students to write down their assumptions about quality, price, and use case.
3. Product Line Mapping: Have students diagram Brightland’s product line and segment it by packaging type, price point, and intended usage to analyze how form aligns with function and positioning.

Discussion Questions & Answer Ideas

1. What role does packaging play in Brightland’s brand strategy? (Chapter 8) It differentiates the brand, conveys premium positioning, and influences consumer perception of when/how to use the product.
2. How does the squeeze bottle format change customer behavior? (Chapter 8) It encourages more casual, frequent use and positions the product for utility rather than gift or display.
3. Why might Brightland’s premium pricing remain a challenge even in a new format? (Chapter 8 & 6) Consumers are conditioned to expect low prices in commodity categories like cooking oil. Value perception must outweigh price sensitivity.
4. How is Brightland attempting to shift its target market without losing brand equity? (Chapter 8 & 4) By maintaining quality and visual appeal while changing packaging and distribution (e.g., entering Whole Foods), they aim to broaden usage occasions.
5. What are the risks and benefits of following competitors like Graza into the squeeze bottle space? (Chapter 9 & 8) Benefits include tapping into a proven format; risks include brand dilution or accusations of imitation.
6. How does Brightland’s product strategy align with consumer trends in authenticity and sustainability? (Chapters 5 & 8)  Local sourcing, storytelling, and premium quality support authenticity. However, the shift to plastic packaging may raise sustainability concerns.
7. What can we learn about product differentiation from this case? (Chapter 4) Differentiation isn’t just about product features—it can come from packaging, format, and storytelling.