Transformations are a way to influence the brand’s future, expand the audience and remain relevant in competitive markets.
Changing your logo or slogan is associated with significant risks – especially for large, well-known brands. If you move too far from your basic concept, you can lose the base audience. But if the changes are not sufficiently appreciable, no one will notice anything.
So, you are thinking about shaking your brand and taking up the transformation. Great, this article is for you!
Let’s see how six large companies were able to change for the better.
6 successful transformations of major brands
The ubiquitous chicken industry has recently resurrected its bearded founder, Colonel Sanders. They did this in order to re-appear in the media, on television and in social networks.
Colonel Sanders – the real person behind the brand – appeared in KFC advertising until his death in 1980. Sanders, in his signature white suit and bow tie, his great personality and natural skill turned out to be key to the success of the fast food franchise.
In the 1990s and 2000s, the KFC network separated from the iconic image of their founder, first removing the actors who played Sanders, and then abandoned his animated version. This was a pretty revealing sign that the company is going to focus on the quality of food, staff and emphasis on the American roots of the brand under the slogan “So good.”
But it soon became clear that KFC without Sanders does not have its roots. In 2015, KFC attracted the advertising agency Wieden + Kennedy for the urgent modernization of the brand. It was necessary to increase sales and increase customer involvement.
A new colonel, played last year by several actors, including Darrell Hammond and George Hamilton, is a quirky, patriotic representative of the brand. And although not everyone likes it, KFC is pleased that there are people who are talking about them again.
“So far, the reaction has been approximately 80% positive, and 20% negative,” said KFC CEO Greg Creed. “Now they, at least, have some opinion about us. In fact, everyone talks about KFC, and it does not matter who and how it relates to the brand, the main thing is that people are not indifferent to people. “
AXE – this is a continuous contradiction. In the past, the male brand was littered with advertising, on which we could see a lot of half-dressed women appearing whenever a man applied a body spray. Their ads with scandal turned out in many sexist reviews, including Adweek’s Most Sexist Ads of 2013.
This year Unilever decided to make big changes, promising to abandon sexist themes and stereotypes in all its advertising. This is a completely new direction for AX.
“Masculinity is experiencing seismic changes today. More than ever, guys reject rigid stereotypes about men, “said Matthew McCarthy, senior director of Ax for Adweek. “We have been a part of the life of guys for decades, and Ax protects these guys and unique features that make them attractive to the world around them.”
In his last Amsterdam’s 72andsunny campaign, AXE changes its usual formula with metrosexual guys, preferring instead the presentation of true masculinity.
If you took a magazine or watched TV in the 1990s or 2000s, you probably would have seen a celebrity who proudly brandished a milky mustache with the slogan “Got Milk?”
Developed by the advertising agency Goodby, Silverstein & Partners, the advertisement “Got Milk?” Is usually referred to as one of the most iconic marketing campaigns of all time. For almost 20 years, MilkPEP has used this slogan to promote the consumption of natural milk at the national level.
But the campaign “Got Milk?” Could not stop the decline in sales of dairy products due to the growing popularity of soy milk in 2014.
“Over the past few years, the dairy industry has experienced a difficult period. It seems that consumers forget about milk, “Julia Kadison, interim chief executive officer of MilkPEP, shared her thoughts for USA Today. “The consumer needed to be educated and constantly reminded of the nutritional value of milk.”
The decline in sales of milk milk prompted MilkPEP to stop advertising “Got Milk?” In favor of the renewed Milk Life campaign.
She focuses on ordinary people, not celebrities, and highlights the high protein content of natural milk. Another Milk Life series attempts to separate natural milk from popular alternatives, such as almond milk.
To get rid of his old image and attract young drivers, Buick re-launched several updated versions of its cars in 2014, as well as a new gay advertising campaign.
The TV commercials “That’s a Buick?”, Which were released in 2014, played against the older, lifeless image of a Buick car with a new one, showing unbelieving consumers that a sleek and modern car in front of them is actually Buick.
“We attack ourselves directly, because now we have a new portfolio,” Buick’s vice president of marketing Tony Disalla told Automotive News today. “We know that it takes a long time to change the perception of consumers.”
The advertisement was produced by DigitasLBi, and deftly introduced the more recent, more advanced side of the car company. And in 2016, Buick is further advanced even further, receiving the help of comedian comedians Ellie Kemper and Max Greenfield.
Known for its provocative advertising campaigns, the domain registrar and the web hosting company in recent years have made conscious steps away from their macho image, instead decided to focus on small business owners who depend on their services.
For many years GoDaddy’s marketing seemed to be centered around the saying that “any mention in the press is good.” They fanned the controversy left and right with their vivid television commercials, their ads were often condemned as sexist. GoDaddy CEO Blake Irving even showed in an interview with The New York Times that a group of women owners of small businesses – put pressure on Etsy to stop cooperating with GoDaddy.
Under the guidance of the marketing director Phil Biner and director of the worldwide advertising agency TBWA / Chiat / Day New York, the company’s advertising now allows it to better serve its real CA – small business owners, including the female.
“In the past we had well-known, very visible statements, and as we developed in the United States, where 58% of small businesses are owned by women, we had a bad experience in advertising, which prompted us to abandon tactics , Which we chose earlier, “said Bienert AdAge.
The recent GoDaddy ads depict amusing small business owners, for example, an artist who designs small hats for cats.
6) Bud Light
In 2016, beer for football matches and student parties received its first rebranding for 15 years, along with a humorous new series of advertisements parodying presidential elections.
The new logo and design is less sporty and more like the label’s trends. In recognition of the 160-year tradition of brewing their main company, the Anheuser-Busch emblem appears on the front and back of the bottle. The composition may be similar to the original Budweiser packaging, but the rethought design is designed to appeal to a new generation of beer lovers.
“Anheuser-Busch seeks to find the right appearance and messaging to attract thousands of consumers who may never have tried Bud Light,” – Erik Shepard, executive editor of Beer Marketer’s Insights, told Entrepreneur .
Despite the fact that Bud Light is a very popular beer on the American market, everyone notices that the popularity of craft beer is growing. Along with the renewal of packaging in the crafting style, the brand also worked with its sense of humor to keep up with the trends of time.
“If you look at the humor that was relevant back in the 80’s, 90’s, early 2000’s, it was not the same as now,” – Business Insider Vice President Bud Light Alexander Lambrecht.
Bud Light’s newest commercials were created by Wieden + Kennedy and are focused on a fictional political party, Bud Light, naturally led by comedians Amy Schumer and Seth Rogen. Thematic advertising shows a laid-back and direct view of politics: Rogen and Schumer support same-sex marriages, equal pay and, of course, beer.
“We do not care, we will sell you beer!” – says Rogan, thus promoting equality.