'Old Product Development'
Pack configurations or designs are not necessarily the first thing to change. However, if they are seen as truly old fashioned, then new expressions, benefits or promises can, initially, be explored qualitatively and then tested quantitatively.
A brand with solid positioning values can often adapt to deliver the same benefits under new circumstances e.g. Guinness.
Brand/ product pricing may have become uncompetitive through newer sizing or packaging developments; but the solution may be that the brand has to innovate, rather than conform to competitive norms. If the "old" brand is renowned for quality, the price may need to reflect the premium rather than assume parity with newer competitors.