Rebranding Stories: A Success!
The following stories are of age-old brands who ventured into rebranding after facing a stifle in the market. They had to reinvent themselves with the changing times. Their stories and journey are inspirational and show us the strategies and plans applied. Rebranding may scare a brand or company for various reasons but these brands have proved that it is worth it. The efforts put in to execute those strategies by the companies is commendable.
The fondly loved chocolate brand has recently changed and switched up their logo. Created by design agency Bulletproof, it contains a new look and feel including a different word mark and aims to reinforce the unique Cadbury Dairy Milk assets and product story. Cadbury is trying to maintain its consumers by giving a more natural, real and higher quality offers. The redesign and placement of the Cadbury word mark drew inspiration from the hand of founder John Cadbury himself, to create a beautifully crafted signature with a more contemporary feel. The iconic Glass and a Half logo have also been redesigned so that it interlinks with the chocolate chunk, further specialising and emphasising on the quality of the raw material and ingredients and the classic creamy taste of Cadbury Dairy Milk that its loyal consumers love. Moreover, Cadbury has also ensured a viable livelihood for its cocoa farmers by helping to train 140,000 cocoa farmers to look after the environment; helping to plant 1.2 million trees in cocoa regions across the world “Cadbury Dairy Milk is a true icon both in the UK and worldwide – it’s the nation’s favourite chocolate brand, with a rich heritage and feeling of nostalgia for many consumers. Over the last three years, we have been reconnecting with our root, which is why the new identity is grounded in the original intent behind the brand and celebrates our unique product credentials and iconic distinctive assets in a modern way”. - Ben wicks, Global Brand Manager, Cadbury. Cadbury India has a share of over 70% in the market, which is the highest Cadbury brand share globally. Cadbury continues to dominate its industry and our hearts.
E-commerce and online shopping is the only saviour in the times of a pandemic. Whether to get over the Monday blues or some retail therapy, everything is a click away. In 2016, Snapdeal invested itself in completely rebranding the company. "The new positioning is focussed on aspirational India. It is about understanding that each purchase is not just a transaction, but an opportunity to upgrade to a better life as is expressed in the new brand identity — Unbox Zindagi," Kunal Bahl, CEO and Founder. Snapdeal had invested Rs 200 crore in rebranding activities and also unveiled a new logo as the e-commerce major focuses on wooing the next 100 million potential online shoppers. Attractions like a catchy tagline, discounts, fast shipping and functional benefits were put in place. The new logo was called 'Vermello' with two arrows forming the box conveying Snapdeal's journey as partners and enablers, indicating progress, onwards and upwards. Snapdeal has established itself as a strong 3rd place in the Indian market, with a leadership position in the Bharat-focused value segment.
Maggi has been our eternal love and only outstation students know the pain when it was banned for a certain period of time. The biggest takeaway from Maggi apart from its taste is the economical price at which it is sold. The real credit goes to Maggi’s campaign team for pushing all the right buttons and ensuring its presence in every household. Their strategy when it comes to television advertisements or even stills is so apt that when we see it, we can not only feel the hot masala-filled noodles detangling in our mouths, but we can smell it too. In April 2015, the item was pulled from the market after excess lead was found in it. However, Maggi contested the ruling and after court-appointed tests, the product was reinstated. Amit Narain, head of human resources, ‘learned more in the five months of the crisis than in five years.’ It regained 57% market shares by June 2016 which was a great come back. Post the crisis, they introduced new flavours of Maggi and a range called ‘Hotheads’. Other products like ready to drink coffee premixes were brought to the market. Our loyalty to Maggi is as real as it gets.
Dabur is one of India’s oldest and largest Ayurvedic Medicine and producer of natural products. With Baba Ramdev’s Patanjali coming to existence and hijacking its space, Dabur has taken a back seat and has to rebuild itself to maintain its legacy. It expanded it total area of land under cultivation from 2,000 acres to 4,500 acres in order to become India’s largest cultivator of rare medicinal herbs. "Increasing focus on digital marketing, online campaigns and social media will help us access the millennials who are going to drive strong trends of consumption in the coming times," – Anand Burman, Chairman, Dabur. In the year 2016-17 fiscal, the brand spent Rs. 646 crore on advertisement across various media platforms like television, print, radio, etc. Dabur’s digital campaign with long-format ad films on a woman's fight with Cancer in the campaign, Brave and Beautiful was a huge and successful move. The 4-minute video got 3 million hits on the very first day and was a total hit.
The UTI bank turned Axis Bank in 2007 recently underwent a little change. Axis Bank launched its ‘Dil Se Open’ campaign that unveils the brand’s new philosophy supported by process transformations. The new turbocharged technological advancements that swept many industries and also, embraced by banks worldwide. With technology changing and digital banking occupying the space, customers still look for the personal touch and care while looking for loans or making investments. This particular campaign of ‘Dil Se Open’ speaks about this very philosophy which is a principle applied by Axis Bank. “Banking is essentially about service and while technology is a vital component for any business to succeed today, it is the integration with a human touch that ultimately will give a competitive edge in the digital market place.”- Asha Kharga, Group Chief Marketing Officer. The campaign was designed by Lowe Lintas focussing centrally on this idea. Some of these initiatives have resulted in Axis Bank achieving a complaints ratio of 0.29 per 1000 customers; far lower than the industry benchmark of 0.40 (Source: Economic Times)