2009 Rebrand…Again

2009 has been quite an interesting year for rebranding. “Nothing else is working, let’s redo the logo!” But oddly enough, some companies did it twice.

Kraft

February 2009: New Logo

Explanation: “With a new purpose and values setting a fresh direction, Kraft Foods also gave its corporate logo a face lift to more clearly deliver “delicious.” Starting today, people around the world will begin to see the new identity that deliciously features a smile, the natural reaction to delicious foods and experiences, and a colorful flavor burst. It signals to employees, consumers and investors what the new Kraft Foods is all about.” Press Release

July 2009: New Logo

Guess the first logo wasn’t what “Kraft Foods is all about”.

But I have to say the ‘New Kraft’ corporate is more than this logo.

Check out the New Kraft. This feels pretty damn corporate so I’m wondering why they use the old logo. But, that’s what I mean about 2009, weird stuff happened all over the place.

HTC

In early 2009, HTC (High Tech Computer Corp.) also launched a new brand.

Old Logo

via rebrand

New Logo

Then, in October, they did it again.

New, New Logo

via Tracy and Matt

Tropicana

Oh Tropicana. Brand-owner Pepsi screwed this one up. After removing the classic orange and straw design and replacing it with something reminiscent of a private label brand.

Pepsi Co. chose Ominicom agency, Arnell, on the rebrand.  In an attempt to ‘refresh’ the Tropicana brand, Arnell removed the orange and put a goblet of juice on the package. Consumers were pissed. They wanted their orange and red-striped straw back. Peter Arnell, Chief Creative Officer at Arnell was surprised by consumer reaction saying, “Tropicana is doing exactly what it should be doing. I’m glad Tropicana is getting this kind of attention.” Oh Peter.

So the old design is back. GO CONSUMERS!!!

But Why?

Well folks, here again we see the mighty power of the Interwebs. In the early days of the world, pre-1995, we had TV. TV pushed everything at us. We were just waiting for brands to push their nicely packaged messages over the tube. They had time to prepare. Now, not so much. But there is a lesson in all this. Do your homework. Get a focus group together at least. Get some loyal customers and some prospectives in a room and get their input. If you can do it in a controlled white room with one-way glass, you’ll be much better off than on the Web.