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Rebranding successes and failures
Rebranding a company can evoke strong reactions - both good and bad
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Kraft Foods has been left red-faced after it emerged that the proposed new name for its snack food division sounds a lot like a sexually explicit term in Russian.
The company announced this week that it plans to call the new division Mondelez. But the initial response was one of confusion as few people knew how to pronounce it ("Mon-Dah-Leez", in case you were wondering).
And things went from bad to worse after word spread that it could sound similar to a Russian slang term for oral sex.
The name has yet to be approved by the company shareholders, but it's safe to say this rebranding has not gone to plan thus far.
Rebrandings can often evoke strong reactions from customers - both positive and negative - as the following examples show.
So let's take a look at some of the most and least successful attempts over the years.
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75Comments
25/03/2012 00:10
28/03/2012 07:45
Can't remember if it was Robertsons or Robinsons Jam that used (pardon my french) a 'Gollywog' to promote it's product. Complete with black fuzzy hair and 'slaves' outfit of stripy dungarees. Save enough labels and they would send you a 'Gollywog' badge. Save even more and they'ed send you a plaster of paris stattuette of a grinning 'golly'. Who remembers their jingle: ''Look for the Golly, the Golly on the jar''? Don't think it would work now, though.
28/03/2012 21:52
31/03/2012 03:26
I have seen many changes in my long life, and most of them not for the better. Yes we have TV which I love and computers I also love. Otherwise too many bad changes and some downright silly. Yes changing the names of some brands was real stupid for no good reason, and why is it that OUR names are always changed, why dont they make other countries use our brand names instead. That is typical of everything in the UK today. We must never complain when we are abroad, but we get foriegners here and straightaway we have to bend over backwards to appease them. It is no longer the land of the english welsh Scottish and northern irish. All speaking English. Not having to take a back seat for the asians, africans, eastern block alians, the arab nations etc need I go on, being afraid of upsetting them like now. We are no longer pre-dominantly christian country with all it stands for. When we were, you could go out late at night without fear of being mugged, stabbed or worse as you are now. You could walk into a job when I was young, and change for another if you were'nt happy and know there was another around the corner for you. Kids were safe playing in the streets. Simple pastimes like going dancing or a quiet drink at the local and not coming back legless. YES things have changed on the whole for the worst. We didnt have the latest gear to wear or all the toys and suchlike that kids have today BUT we were happy and content and not always wanting and me me me attitude. I know we can never get that back but we could strive for a better attitude, however I think that society has gone too far now.
24/03/2012 01:38
24/03/2012 15:55
28/03/2012 22:32
24/03/2012 21:06
02/04/2012 13:30
24/03/2012 07:00
30/03/2012 12:00
24/03/2012 02:43
29/03/2012 16:24
24/03/2012 13:10
04/04/2012 10:47
24/03/2012 18:03
31/03/2012 23:02
24/03/2012 05:57
24/03/2012 23:52
24/03/2012 08:17
I still refer to Jiff ,as Jiff,but I don't buy it anymore .I can only assume that the name was changed to cater with the confused mispronunciation within Europe .Many countries do not pronounce their 'J' as we do in the UK, and the product was probably pronounced 'Yeeff'!. Now we are all subject to referring to some products with similar speech impediments.
I, like so many others, am a creature of habit, and somewhere in the subconscious, I don't adjust to, and seem to avoid, renamed products.I remember the Opal Fruits Ad 'Made to make your mouth water', but , they don't anymore, because I no longer buy them.
I hope we don't change our toilet tissue brand name to the Swedish product, and have to ask for a packet of 'Krapp' !!
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