Not all rebrands are created equal. Some strengthen a brand. Others become cautionary tales.
In 2009, Tropicana attempted to modernize its packaging by replacing its iconic orange-with-a-straw advertising with a cleaner, more generic design. The problem? Loyal customers no longer recognized the product on store shelves. Confusion set in, sales dropped by 20 percent in just two months, and the company reportedly lost more than $30 million before reversing course.
Old Spice took a very different approach.
Facing an aging brand image, Old Spice launched the now-famous “The Man Your Man Could Smell Like” campaign. The humorous advertising campaign connected with younger audiences while maintaining the brand’s core identity. The campaign became a viral sensation, boosted sales, and transformed Old Spice into a cultural phenomenon.
The difference comes down to brand strategy. Tropicana changed visual assets that customers deeply associated with the product. Old Spice evolved its advertising while preserving the essence of the brand.
Not all rebrands are created equal. Some strengthen a brand. Others become cautionary tales.
In 2009, Tropicana attempted to modernize its packaging by replacing its iconic orange-with-a-straw advertising with a cleaner, more generic design. The problem? Loyal customers no longer recognized the product on store shelves. Confusion set in, sales dropped by 20 percent in just two months, and the company reportedly lost more than $30 million before reversing course.
Old Spice took a very different approach.
Facing an aging brand image, Old Spice launched the now-famous “The Man Your Man Could Smell Like” campaign. The humorous advertising campaign connected with younger audiences while maintaining the brand’s core identity. The campaign became a viral sensation, boosted sales, and transformed Old Spice into a cultural phenomenon.
The difference comes down to brand strategy. Tropicana changed visual assets that customers deeply associated with the product. Old Spice evolved its advertising while preserving the essence of the brand.
Aumiller on Brand is produced by Lehigh Mining & Navigation, an Allentown-based branding and advertising agency serving organizations throughout the Lehigh Valley, Philadelphia, and Mid-Atlantic region. We help healthcare, B2B, nonprofit, destination, and industrial brands build stronger connections through brand strategy, creative storytelling, and integrated marketing. Hosted by Denis Aumiller, Creative Director and Partner at Lehigh Mining & Navigation, an Allentown-based branding and advertising agency serving organizations throughout the Lehigh Valley, Philadelphia, and Mid-Atlantic region.
