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Yesterday's Stars Remake Identities to Catch Eyes of Tomorrow's Shoppers
Once beloved brands like Coors, Jell-O, and Barbie are investing millions to refresh their images and win over new generations as consumer preferences rapidly evolve. While rebrands can modernize a stale product, they also risk eroding hard-won trust if not backed by meaningful change.
Beer maker Coors faces a sobering reality as younger consumers opt for hard seltzers, spirits, and nonalcoholic options. Domestic beer volume fell 5% last year for parent company Molson Coors Beverage, but strategic acquisitions of bourbon labels and partnerships like a Yellowstone tie-in aim to diversify its portfolio.
A brand refresh signals to customers that a company is attuned to shifting priorities brought on by the pandemic, says branding expert Deb Gabor. But actions speak louder than appearances - improved offerings must match slicker logos. Starbucks’ 2011 logo redesign initially drew scorn but telegraphed its global ambitions; the company soon rolled out new store formats worldwide.
Gabor advises starting with internal strategy over creative update. Toy giant Mattel relies on TV and influencer partnerships to reintroduce Barbie to younger generations. Meanwhile Jell-O updated its packaging with brighter photography and colors to better suit Gen Z’s bold aesthetic preferences.
“Rebrands can make the old feel new again,” says Gabor, “but companies only undergo them when sales are slipping.” As consumer desire evolves at warp speed, established names walk a tightrope between celebrating heritage and clearing space for reinvention in a bid to stay culturally relevant. The coming years will determine which brands can translate facelifts into revived fortunes.