7 Rebranding That Turned Into A Disaster

By siliconindia | Monday, 07 April 2014, 12:13 Hrs

2. Tropicana: Tropicana manufacturer PepsiCo had been using the recognizable ‘straw in orange’ to communicate their message of fresh, straight-from-the-orange juice. This message was easily recognizable by the people and the brand increased its value. But the consumers got confused when Tropicana rebranded its look and came out with its new carton with a picture of glass with orange juice in 2009. This new look was more of looking like a generic store brand rather than a premium brand. With this attempt of rebranding, the pure, natural and fresh personality of Tropicana was stripped and its sales came down to 20 percent within two months.

3. Syfy: Syfy is a satellite television channel that broadcasts drama, supernatural, fantasy, reality and paranormal programs. In 2009, the SciFi Channel was rebranded as Syfy, but this attempt of rebranding met with outrage from viewers around the world. The actual motive behind SciFi Channel rebranding its logo to SyFy was to tell their consumers to imagine greater, but all they could focus was on the fact that the new logo was actually a slang word for syphilis. Instead of making business, this channel earned scathing criticism. The new name was not acceptable for the long time viewers and this hurt the ratings of this channel.