With the New Year comes a new start and you may feel it’s time to give your business a fresh new look, whether this may be an overhaul of your business stationery or a full re-brand. It’s important when doing this to remember your brand values and commercial objectives so you are still recognisable to your existing customers.
An example of a re-brand gone wrong was Kellogg’s Coco Pops (you may remember this from a few years ago). To fit in line with their global branding they decided to rename their chocolaty cereal to Choco Krispies after they added real chocolate to the recipe.
The new name caused total uproar with the general public and they received over 1 million complaints, the jingle just didn’t work with the new name and it didn’t have the same familiarity as before. This huge reaction from the public resulted in Kellogg’s creating a voting campaign which cost them £1.5 million and the results spoke volumes. 92% of voters opted to keep the existing name so they had to change everything to the original (and much loved) coco pops.
Re-brands to fit in with global names does work although people are initially apprehensive. We have seen Marathons change to Snickers and Opal fruits change to Starburst but when doing this brands must also be aware of cultural differences and adapt.
Another example of a re-brand that didn’t quite work was when Pizza Hut changed 30 branches to Pasta Hut for a very short while. The aim was to appeal to a more up market audience and promote a healthier image but this £18m idea was a such a big flop that Pasta and Hut were never seen together again.
You could argue that these re-brand fails did increase media coverage and acted as an unintentional PR stunt but these particular examples got customers talking about brands in the wrong way.