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Enduring Brands: Avoiding the Brand Obsolescence Trap
date:Aug 06, 2014
-Colas 1985 attempt to rebrand Coca-Cola Classic as New Coke. More recently, in 2009 PepsiCo tried to overhaul an established design of Tropicana, phasing out the well-known orange with a straw in it. After a month of complaints and a 20 percent drop in sales, PepsiCo announced that it would bring the old carton back. It was a mistake that was reputed to have cost $100m.

In the snacks world, also in 2009, Kraft held a competition to rename Australian icon Vegemite. The resulting name iSnack 2.

12/25 18:31