If you’ve ever stepped on a Lego, you know that pain has no comparison. But did you know that Lego on the floor is actually the result of super successful rebrand?

In this episode, we are exploring the world of brand repositioning and incredible transformations that have captured the attention of consumers. Darcy and Allan will guide us through five captivating stories of CPG rebrands that have successfully shifted perception and embraced the modern market.

From the remarkable turnaround of LEGO to a pivot of Axe Body Spray away from hyper-masculinity to a focus on individuality, you'll find inspiration in their strategic decisions and innovative approaches.

Find us on Spotify, Apple, and anywhere you listen to your favorite podcasts, or click the player below to hear this episode now!

EPISODE TRANSCRIPT:

Announcer: You're listening to CPG Launch Leaders, the show where we interview new product trailblazers. You're ready for inspiration and secrets from the front lines of CPG innovation. Now, here are our hosts, Darcy Ramler and Alan Peretz.

Allan: Welcome to CPG launch leaders. I'm Alan Peretz, and I'm here with my co-host, Darcy Ramler. Today, we've got a lineup of five of our favorite CPG rebrands.

Darcy: These brands went from being perceived as outdated, irrelevant, or out of touch to tapping into a modern market and appealing to new generations of consumers.

Darcy: First, let me say what a fun topic we have today. Off the top of my head, I can think of a handful of product rebrands that stand out. However, the one that always comes to everyone's mind is Old Spice. We all remember that 2010 ad campaign, the Man Your Man Could Smell Like, featuring the charming Isaiah Mustafa as the Old Spice Guy. It felt like overnight, Old Spice went from your grandfather's aftershave to something all the cool men were wearing. And today, we're going to look at five more stories of splashy rebrands that did it. Right. Alan, how about you kick us off?

Allan: Well, before I do that, Darcy, did you know that I not only met Isaiah Mustafa but arm wrestled him, too?

Darcy: The question is, after you arm wrestled him, did you smell like Old Spice?

Allan: I did not smell like Old Spice, and I did not win. But I just thought I'd let you know.

Axe Body Spray transformed from celebrating hypermasculinity to celebrating individuality.

Allan: So, we'll start with Axe Body Spray, which was a competitor to Old Spice. And this is the brand that transformed from celebrating hypermasculinity in a way that wasn't loved by everybody to celebrating individuality when it was first launched in the US. In 2002. Axe is often known for its sexually charged marketing, suggesting that using its products would make men irresistible to women. But heading into the late 2010s, that branding was not aging well at all.

Darcy: It's fascinating, honestly, how Axe significantly shifted its branding over time. I can remember being in my early 20s when this branding came out. And absolutely, it is stuck in my mind how they approached it. But I'd love to dive deeper into the brand's decisions during this transition from like you said, hyper-masculinity to individuality. Maybe what you feel like the consumer's feedback contributed to that, or societal changes, without a doubt, had to influence this transformation.

Allan: Yeah, it was definitely society changed around the brand, and they had to change as well. And when they did change, it was a really big departure. So, X started to embrace body positivity and individuality, the hundreds of young ladies running across the beach that were all gone. They featured diverse individuals in their advertising and promoted the idea that everybody could be confident in their own skin. They also expanded the product line significantly to include grooming and personal care products. I remember when they first launched a razor in partnership with Schick, and that was a really big deal. They collaborated with Influencers and shifted their messaging towards self, expression, and confidence. And they also took a big leap into sustainability, trying to get more appeal with a younger, more conscious audience.

Darcy: I really feel it's truly commendable how Axe recognizes the need for change and proactively embraced a more inclusive and modern approach to the brand. They moved towards, like you said, body positivity and individuality, which are such powerful statements, especially at that time, but even in today's space, they were able to diversify their product assortment. But while staying true, kind of to the core message of confidence, which is truly marketing genius, when you can stay that connected and continue to expand your portfolio. Like you said, collaborating with Influencers, even at that time, was a big shift. Now, it seems like everybody collaborates with Influencers, but back in the day, in the 2010s, you really are shifting more towards that self-expression. They're really tapping into what resonates with today's generation. And I really feel like Axe understood it's not just about smelling good anymore, but it was about feeling good in your own skin and letting that generation express themselves. So, brands that are able to evolve with times are the ones that truly, for me, know the recipe for marketing success.

The Lego turnaround story in the early 2000s is nothing short of inspiring.

Darcy: So I'd love to move on to the next brand and really talk about a rebrand that Lego did. Being a mom of two, I love Legos, except in the middle of the night when I go to put my eight-year-old to sleep and I step on them. And every parent knows that feeling about Legos on the floor or under a rug. But Lego's turnaround story in the early 2000s is nothing short of inspiring. They literally faced near bankruptcy, but they bounced back brilliantly.

Allan: Yeah, I grew up quite a while ago, in the 1970s, and Legos were really my favorite pastime, ah, with my friends. And I'll tell you, it's one of the few products that you see today that's almost exactly the same as you remember, which is why parents love it so much.

Darcy: And I think that was kind of the key to what is amazing about this rebranding is Lego had to return to its core values of creativity, imagination, and quality of construction. They realized they had drifted super far away from that, and what really made them great and iconic was the plastic building bricks. They also invested in product innovation and quality. New lines like Lego Bionicle and Lego Star Wars in the near, early 2000s broadened their appeal. And even among older fans, I have to say, a large part of my paychecks have gone to Lego Star Wars. When your kid tells you they want the biggest one out there, they definitely are making some bank off of that. But additionally, I really think what Lego did amazing was they embrace the digital revolution. And what I mean by that is they did it with things like video games. They now have Lego Star Wars on Xbox. They have interactive websites. They really are speaking to really that generation that engages in those digital experiences, and they complement it with their physical products.

Allan: You talk about the interactive experiences. I'll say, in addition to that, that movie with Will Ferrell was pretty darn good. But I've seen some of what Lego launched in the unfocused period, and that's just really surprising, right? Like, they had clothing lines, they had jewelry, and they had other things that just ended up being big distractions for them.

Darcy: And I think what you said about the movie now, it was brilliant. They brought in all the characters. They had Batman. They appealed to this generation. But they also bridged the gap for the parents who are buying the Legos in those movies, and easily could say, everything is awesome, everybody got the theme song, it got stuck in your head. So again, they just continued to go back to the core but invest not only I think the fun part for Lego right now is a lot of their consumers, being the parents were also kids that played with Legos back in.

Allan: There, you know, it's really good to see them back on their game. I love this brand, and I love that they're doing well.

Minute Maid launched their first-ever global rebrand with a worldwide marketing campaign.

Allan: So I'm going to fast-forward to the most recent rebrand on our list. Minute Maid. In spring 2023, this household name got a fresh new look. After 75 years as one of the largest brands on the market, a supermarket staple, they launched their first-ever global rebrand, complete with a fresh visual identity and a worldwide marketing campaign.

Darcy: This one is an amazing one to talk about because you think about Minute Maid. It's a brand that's almost synonymous with morning routines and breakfast tables. To get a rebrand after 75 years that is monumental in the book of rebranding. So, when you think about it, for decades, their branding has been imagined and ingrained in our minds. So the real question is, why the relaunch? And what do you think they were trying to accomplish?

Allan: Yeah, this one's really interesting because I never realized that Minute Maid was all around the world. But, their goal with this was really to unify the experience for shoppers around the world, ensuring that no matter where you went flying to this country or that country, you would see the same Minute made that you were used to in your own home country. As part of the rebranding, they also launched their first global marketing campaign called Filled With Life. This was major for them. It had TV, digital, social media, and even on-the-ground experiential activations that leaned into a more youthful aspect of the brand that shoppers hadn't seen before. They really wanted to get people to slow down and enjoy, which is a big part of what you do in the morning when you're drinking your orange juice, while also touting the taste, texture, and nutrition that comes out of Minute Maid. The interesting thing with this rebrand and with the big packaging overhaul is that the updates still keep a nod to the original design. The black Minute Maid tag was updated but not abandoned, so it freshened things up without leaving loyalists behind. A big contrast to this that we talked about in a previous podcast you'll remember was the Tropicana rebrand, where they did straight, too far away from what shoppers knew, and they saw a really big dip in sales that ultimately caused them to go back to what they had been historically. We discussed that in our five products flops episode. So, listeners, please be sure to check that out.

Darcy: I think you bring up a crucial point, Alan, and really, it is about the balance in branding. When you go about doing something, that is what you can consider maybe a little bit more of a legacy brand. Minute Maid’s strategy to create a consistent brand experience across the globe is definitely forward-thinking, and you're seeing more brands approaching it this way. And to name their campaign filled with life, we're talking about being relevant, maybe not necessarily revolutionary, but it resonates so much with the times, especially where we live right now. There's such an emphasis on mindfulness wellness and really savoring all those moments. But what struck me the most is they maintain their brand's essence, and that is key. That's why I said it's like that fine balance that you're going to go through. And not only is that from your tagline, but your visuals and so forth, and your go-to-market strategy with this rebrand, it truly is a delicate art, refreshing your brand to appeal to a new audience without alienating your longtime consumers, which is what Tropicana experienced. I think. When we talk now, we talk about Tropicana. The incident is a perfect example of how you can go Awry when that balance isn't struck. Brands have a history that they have to respect in that relationship with their consumers. And I truly believe Minute Maid really understood the value of that relationship. They chose to really evolutionize over revolutionize the brand for them. And I do think it served them well so far.

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Olay underwent significant modernization and expansion efforts starting in 1999

Darcy: So, now let's talk about a skincare giant, Olay. Or not to date myself, but some of us remember it by its original name, Oil of Olay. Oil of Olay was launched as a product in 1959 but underwent significant modernization and expansion efforts starting in 1999. 1st, they changed from Oil of Olay to Olay to avoid misconceptions of the product benefits.

Allan: Yeah, this one is really interesting to me because when you look at history, oil didn't have the same connotations that it does today. So when I think of my skin, I'm trying to get oil off, typically not put it on. Plus, the brand wanted to go to new places, and the Oil of Olay name was just so limiting for them.

Darcy: Definitely. I really believe the modernization involved creating a wide range of skincare products on top of the renaming, embracing the scientific advancements that they had made, and really using evidence-based ingredients and bringing those to life to the consumer. Olay revamped its marketing and messaging to connect with a younger demographic while still celebrating women of all ages. They updated their packaging, engaged with customers through digital tools like the Skin Advisor, and even introduced sustainability initiatives. Olay's rebranding is definitely a testament to how well-established brands can evolve to meet changing consumer preferences and marketing dynamics.

Allan: Yeah, it just goes to prove that even old brands can learn new tricks.

Darcy: Definitely.

PBR went from being an old-fashioned beer to becoming a hipster favorite

Allan: So now for our final brand rebrand, Pabst Blue Ribbon, or PBR as it's known. PBR's transformation is really fascinating. It went from being an old-fashioned beer that nobody wanted to drink to being a beloved choice among hipsters in the mid to late 2000s.

Darcy: Being an individual who went to college in the 2000s, I'm sure you be very shocked to know that I am very familiar with PBR. I do have to say PBR's journey is generally one for the books. Without a doubt, it is intriguing how a brand can undergo these unexpected cultural resurgences. I mean, from being seen as the dated, maybe even the cheap beer for the youth and older, to suddenly becoming the emblematic drink of the hipster movement is nothing short of amazing. I just remember being at college parties, maybe sharing a little too much here, but the thing would be they would fill bathtubs up with ice, and it would be all PBR. So, I mean, that's really to me, when the resurgence kind of started, and that would have been like in 2005, and then I think they just kind of leaned into it. It's a brand that appeals to the wallet of college students, but they stayed trendy, and they kept, I mean, we'll get into this, but they kept the logos. They didn't stray too far away from that natural brand equity that they had built.

Allan: Yeah, so unlike some other brands that we've even talked about here today. They embraced their heritage, leaned into iconic packaging, and really tried to position themselves as authentic and simple for those who were rejecting some of the trends that they saw in the marketplace. They also celebrated, like you said, a lower price point and an affordable option, which really resonated with the hipster subculture for furring value.

Darcy: It goes to show how branding isn't about logos and advertisements all the time. It's deeply rooted in societal shifts in subcultures and even the ever-changing tastes of generations. I'd love to dive deeper into what exactly sparked that transformation and how PBR capitalized on it. It's a testament to, really, how unpredictable it can be and the power of branding and perception in our know.

Allan: I wonder if they deliberately did things to become a hipster brand or if they just discovered that all of a sudden they were being bought by this audience and leaned into it. I don't know if you have any perspective on that.

Darcy: For a long time, it was cheaper beer, so they kind of leaned in instead of trying to fight that or look at the branding of, hey, we need to lean into the taste and the excellence and so forth. They really just said, it's okay to be the cheap beer, but we can make the cheap beer cool, and we can make it where your 21-year-olds to 30-year-olds who are still cost-conscious are enjoying this. It started where it became cool to have PBR hats and shirts like you saw it everywhere. So it kind of became a staple in what, I would say, that generation to be a trendy, cool item. And then to pair that, I think some of the brains behind it is then you can't go out with all these flashy campaigns because then you're going against the DNA, right? But to go and pair that with the grassroots campaigns, and to kind of take that approach truly speaks more about their understanding, their consumer, they understand that generation and how they want to be spoken.

Allan: You know, I think we're discovering in all these stories that it doesn't only take brains to rebrand well, but it takes guts, as well. Don't know how you feel about that, Darcy.

Darcy: Yeah, I mean, I think we touched on it of a balance. Right. You never know. And I think the beauty of some of these rebrands was even before what we have today, and how we're able to test things and take it to the market. And we've discussed that, nowadays, we have a lot of tools where we can kind of test innovation or get feedback on it. So when the misses happen, it's kind of pretty shocking because there are so many things we can gather insights, consumer insights, from. We can continue to optimize. We can continue to adjust and test when these big brands are going to market. So, I love to talk about some of the successes that happened before. Those tools are around. But I think for me, summing up these five. I would really look at it as being reactive versus proactive in your rebranding; addressing it's harder when you're addressing a crisis or scandal versus staying ahead of the market trends. And I feel like they didn't have to necessarily Lego a little bit with where they were financially going, but they really were trying to be proactive with their rebranding. And then I think we also said main evolutionary with your rebranding set of revolutionary. You don't have to have such a departure from that branding. If you are a nostalgic brand, there has to be a nod still to that consumer, and you can't alienate them. You have to find the balance of bringing in that consumer, the new consumer, yet still staying tried and true. And then I also say maintaining the brand heritage. Like we said with PBR, you can adopt a fresh perspective but don't step away if there's deep-rooted heritage in your brand.

To test all the different elements of a brand is incredibly important.

Allan: Back to the research point you brought up, I got to see some of the Pringles rebranding when it was going on, and it was really fascinating. They did some research where they took away individual elements on the pack to see at what point the shopper no longer recognized it as Pringles. And I don't know if you have any guesses, you have any guesses as to what the most important thing was.

Darcy: Was it the icon? Like the little Pringle icon, the.

Allan: Guy it was, and specifically his mustache. Like that mustache just stuck out in people's minds more than the color and more than everything else.

Darcy: And I think that testing is fascinating to me. Right, because now you're talking, you're going into the psychology of the consumer. We don't even actually always know. Like if you were to ask a consumer what would it be on a Pringles, you're going to get a wide array of answers. They don't always know what they're identifying visually with. It's just, but we learn to train our eye time after time, and then it just becomes the easy thing to say, oh, there's Pringles, and we're naturally grabbing for, you know, I think all of those are key. Like you said, how can you stay tried and true? What was known for Tropicana that made that huge departure as we spoke about that Minute Maid was able to capture to say, hey, our consumer sees this, but we can affect this, this and this, and still come and elevate the brand and move it forward to be where we want it to be as a global brand.

Allan: Yeah, and it's so different for every brand, too. Like every brand, that secret little bit of magic is just a different thing. So it's really fascinating, and I think.

Darcy: That's the power of a lot of times when we talk about testing, pairing, that qualitative and that quantitative side. You need both to really firmly position yourself for success when you go to market. I would just say that ultimately, at the end of the day, what you're saying is there can be connectivity to it may be a visual element, it may be a logo. Sometimes it's colors. Even so, to be able to test all different elements of the brand is incredibly important because I think always I just went through this with a prospect, and they're doing some rebranding, and they said I actually am one of their consumers. And they said We've gone through all the testing. As a consumer, if we were changing something, what would it be? That it would be a departure for you. And for me, it was a color. And I said, you guys have this color. And they got a big smile on their face. And I was like, I'm taking it that you're keeping the color. And they said yes. That was definitely some of the feedback we got from the consumers. Is more than anything, they use a very bright and noticeable, almost neon to the effect color. And that is something they don't want to depart from. They can change the fonts, and they can work within some of the logo refinements, but it is that identification of the color and a CPG product for them that stands out on the shelf.

Allan: Yeah, well, even think about Tiffany Blue, right? Like, you see that color, and you know what the brand is.

Darcy: every woman knows that brand. Alan.

Allan: Yeah.

Five fantastic brand rebrands that have shown us the power of transformation

Allan: So there you have it. Five fantastic brand rebrands that have shown us the power of transformation, adaptation, and guts. These brands prove that with a little bit of creativity, innovation, and some research to understand what's important, a brand can reinvent itself and stay relevant.

Darcy: It is definitely a good reminder that we need to keep fearlessly innovating, stay inspired, and let's continue to redefine the world of CPG innovation together. Thanks so much.

Announcer: You've m been listening to CPG Launch Leaders, a show from Bold Strategies Incorporated. Don't miss the next thrilling launch story. Follow the podcast on your podcast player now; please give us a rating, leave a comment, and share episodes with your friends.

Allan: Until next time.