What is the worst rebrand a product has gone through?

[Spinneret]

Changing marathon to snickers

 

[CAPSLOCK]

Twitter -> X has to be up there...

 

[hertamaniac]

RadioShack to The Shack.

 

[jimmymc]

JCPenney trying to eliminate sales. They nearly went bankrupt.

 

[BrianL]

People might cite New Coke, though I believe that it actually worked out for them in the end (possibly even intentionally). It reminded people that they loved the original and it put them back on top when they brought it back - even though "Classic" was actually not exactly the same.

 

[tvguy]

People might cite New Coke, though I believe that it actually worked out for them in the end (possibly even intentionally). It reminded people that they loved the original and it put them back on top when they brought it back - even though "Classic" was actually not exactly the same.

No idea if it was intentional, but in the end the "failure" of New Coke boosted total sales of Coca Cola Products.

 

[ClaraOswald]

Changing marathon to snickers

Which country was this in?

Twitter -> X has to be up there...

Agreed.

Kum & Go becoming Maverik is a bit of a bummer.

 

[_19disnA]

I seriously doubt anyone thinks New Coke was planned to be a failure. Sounds like something a marketing or PR department might say to rationalize their bad decision. Twitter would be a good example of how to destroy brand equity taking such a well-know name and replacing it based on the whim/ego of the owner. Clearly he thinks he knows better than everyone else, but that whole company has been a disaster since the takeover.

 

[Cadiewampus]

People might cite New Coke, though I believe that it actually worked out for them in the end (possibly even intentionally). It reminded people that they loved the original and it put them back on top when they brought it back - even though "Classic" was actually not exactly the same.

I have always thought the "new Coke" campaign was brilliant marketing ploy. They had no intention on leaving "new" coke out on the market.

 

[Foxhound3857]

Changing soda from cane sugar to high fructose corn syrup.

 

[Moliphino]

Fastpass+ to Genie+

 

[BrianL]

I have always thought the "new Coke" campaign was brilliant marketing ploy. They had no intention on leaving "new" coke out on the market.

Right, but it got them plenty of media attention and returning customers. ABC news broke into programming to announce the return of original Coke. They basically proved that Coca-Cola was synonomous with America. Maybe they weren't sure which side the coin would land on - either New Coke was a big hit, or the returning Classic would be resurgent, but they couldn't lose.

 

[easyas123]

Changing marathon to snickers

I've never heard of a Marathon Bar.

 

[BrianL]

I've never heard of a Marathon Bar.

It was Marathon in the UK until they standardized branding across the globe. It was always Snickers in the US.

 

[easyas123]

It was Marathon in the UK until they standardized branding across the globe. It was alwasy Snickers in the US.

Thanks!

 

[cabanafrau]

The Marathon bar I remember in the US was nothing at all like a Snickers bar, not even close.

 

[BrianL]

The Marathon bar I remember in the US was nothing at all like a Snickers bar, not even close.

Apparently there was a short-lived Marathon bar in the us in the 70's, but it was different - still from Mars though.

 

[BrianL]

I think this thread needs:

 

[ClaraOswald]

Fastpass+ to Genie+

I'd also say Fastpass to Fastpass+ for me.

 

[MillauFr]

Renaming all of the regional department stores to Macys didn't work out too well for them.