Navigating the Winds of Change in Branding
In the ever-shifting landscape of consumer goods, brands face the constant challenge of staying relevant and engaging amidst evolving consumer preferences and market dynamics. It's a journey marked by adaptation, innovation, and strategic evolution.
From revitalizing classic recipes to embracing new marketing strategies and forging creative collaborations, a few recent brands have exemplified the resilience and creativity required in today's competitive marketplace. In this article, Hollywood Branded gives a backstage pass into the transformative journeys of five iconic brands, each navigating the currents of change in their unique ways.
chip ahoy - the sweet taste of innovation
Chips Ahoy, a timeless favorite among cookie enthusiasts, recently embarked on a bold endeavor to revamp its classic recipe. This overhaul, the most extensive in a decade, promises a delectable treat with enhanced flavors and textures. Accompanied by fresh packaging and a captivating digital campaign led by celebrity spokesperson Keke Palmer, Chips Ahoy aims to capture the hearts and taste buds of consumers, old and new. By leveraging digital channels and experiential marketing, the brand seeks to cement its position as a beloved household name while tapping into the preferences of the ever-discerning Gen Z demographic.
Photo courtesy of PR Newswire.
The "MMMproved" cookie boasts higher cocoa content and Madagascar vanilla concentration, promising a tastier treat for consumers. This reformulation is supported by revamped packaging, a digital campaign, and a sweepstakes offering consumers a chance to win a luxurious beach house getaway. By leveraging digital channels and experiential marketing, Chips Ahoy aims to maintain its market dominance and resonate with Gen Z consumers.
PepsiCo's bubly: sparkling water and sweet success
In the effervescent world of sparkling water, PepsiCo's Bubly has emerged as a shining star, captivating consumers with its refreshing flavors and vibrant personality. With the introduction of Bubly Burst, a subtly sweetened alternative to soda, the brand aims to broaden its appeal and cater to evolving consumer tastes. Supported by an energetic ad campaign and strategic partnerships with Xbox, Bubly is poised to become a household favorite for health-conscious consumers and avid gamers alike. Through innovation and strategic brand positioning, Bubly continues to sparkle in a crowded market landscape.
The brand recently rolled out a new product lineup, Bubly Burst, which caters to consumers seeking a subtly sweetened alternative to soda. This new offering boasts zero added sugars and refreshing flavors, appealing to health-conscious consumers who crave indulgence without compromise. Supported by an energetic ad campaign across multiple platforms, Bubly aims to solidify its position as a leading brand in the sparkling water category.
Photo courtesy of Buby's Press Assets.
Tropicana: Squeezing Joy Into every sip
Tropicana, the quintessential orange juice brand, has long been synonymous with moments of joy and connection. With its latest campaign, "The Juice That Starts It All," Tropicana reaffirms its position as a purveyor of happiness and cherished memories. Through a multi-channel approach spanning TV, digital, and social media platforms, the brand seeks to forge deeper connections with younger audiences while celebrating its rich heritage. By emphasizing its role in cultural rituals like brunch and mimosas, Tropicana remains a beloved (and fun!) staple in households across the nation.
Photo courtesy of Tropicana.
The campaign will span premium networks and broadcast TV, premium online video including Disney, Peacock, and Hulu, social including TikTok, Meta, and YouTube, and audio including SiriusXM and Pandora. Efforts will also include digital out-of-home (DOOH) takeovers in markets including New York City, Los Angeles, and Chicago. The campaign sees the over 70-year-old marketer cementing its status as a leading orange juice brand while aiming to build a stronger connection to younger audiences.
mtn Dew: fueling passion, one dew at a dime
Mtn Dew, PepsiCo's iconic beverage brand, is on a mission to energize niche audiences with its latest rewards programs tailored to outdoor enthusiasts and gamers. Through strategic partnerships and sponsorships of relevant events, Mtn Dew fosters a sense of community and belonging among its diverse consumer base. From outdoor gear to exclusive gaming rewards, the brand continues to innovate and engage, solidifying its status as a go-to choice for those seeking adventure and excitement. Enthusiasts of outdoor adventures can now earn points by purchasing specially marked packs of Mtn Dew. These points, acquired through codes found on the packaging, can be redeemed for a wide selection of outdoor equipment available on DEWOutdoors.com. Moreover, selected Mtn Dew packs at Walmart and Dollar General will offer double points, providing even more rewarding experiences for passionate adventurers. These products include things like BioLite Grills, Hydro Flask Tumblers, GoPros, and National Parks Services annual passes.
Then for the gamers, the brand has partnered with Xbox, and purchasing Mtn Dew 20 oz. bottles at convenience stores and gas stations across the country, gamers have the opportunity to unlock points. These points can be acquired by redeeming product codes found under bottle caps via MTNDEWGaming.com. Subsequently, these points can be used to access rewards available in the program’s ever-present marketplace or exclusive releases from the “Dew Game Vault. With each Dew-fueled experience, Mtn Dew strengthens its bond with consumers and paves the way for new horizons.
PepsiCo brand Mtn Dew is reaching out to niche audiences with programs made to appeal to two very different sets of consumer interests, indicating the lengths brands are willing to go these days to be culturally relevant and earn loyalty. Marketing around specific consumer interests has been a commonly deployed tactic, leveraged recently by brands including McDonald’s, Apple, and Hyundai.
crate & barrel: where culinary creativity meets home elegance
Crate & Barrel, a beacon of style and sophistication in the world of home decor, recently embarked on a culinary journey with chef Eric Adjepong. Inspired by Adjepong's Ghanaian roots and New York City flair, the collaboration resulted in a stunning collection that seamlessly blends culinary craftsmanship with home elegance. From cookware to glassware, each piece tells a story of cultural heritage and timeless design. Through this creative partnership, Crate & Barrel continues to redefine the art of entertaining and enriching everyday living experiences.
Photo courtesy of Crate & Barrel.
Crate & Barrel's collaboration with chef Eric Adjepong showcases a fusion of culinary expertise and home decor aesthetics. Inspired by Adjepong's Ghanaian roots and New York City style, the collection features over 60 pieces of cookware, glassware, and home decor items. With a focus on functional art and meaningful storytelling, Crate & Barrel aims to provide customers with unique and soulful pieces for everyday living and entertaining. This collaboration exemplifies the power of authentic storytelling and creative partnerships in enriching the consumer experience.
Photo courtesy of Crate & Barrel.
navigating the ever evolving brand landscape
As we journey through the stories of Chips Ahoy, PepsiCo's Bubly, Tropicana, Mtn Dew, and Crate & Barrel, we witness the transformative power of innovation, collaboration, and strategic evolution. These brands serve as beacons of adaptability and resilience, navigating the winds of change with grace and creativity. As consumer preferences continue to evolve and market dynamics shift, the journey of brand evolution remains an ongoing adventure, filled with opportunities for growth, connection, and discovery. Embracing change, these brands inspire us to embrace the future with open minds and boundless creativity.
The journey of brand evolution is a testament to the resilience and adaptability of these brands. From revitalizing classic recipes to embracing new marketing strategies and forging creative collaborations, they continue to redefine the boundaries of innovation and creativity in the ever-evolving consumer landscape. As they navigate the currents of change, they inspire us to embrace the future with confidence and creativity, knowing that the journey of brand evolution is an endless adventure, filled with possibilities and opportunities for growth.
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