Four Successful Company Rebrands

Nothing is better than a successful rebrand, and nothing is worse than an unsuccessful one. Today, we will be breaking down (in our opinion) the world's best re-brands and how public relations played a pivotal role in what can make a brand sink or swim.

Petco

In 2020, Petco decided to rebrand from Petco Animal Supplies to Petco, The Health + Wellness Co. This came after those looking for companionship during the pandemic adopted animals and began treating them more like family than pets.

To shift perspective from pet supplies to animal health and wellness, Petco made quite a few changes. Locations expanded their in-store vet hospitals from 100 to over 140. The Petco website and app were redesigned to better fit their new mission with a focus on pet insurance, grooming and training. And, the company announced they were removing shock collars from their shelves to reinstate that pet health and wellness is their main priority and the product didn’t align with these views.

Overall, this rebrand was necessary and successful in establishing Petco as a one-stop shop where you can still buy pet necessities but also trust that your furry family member will be well taken care of.

Lego

In 2003, the brand lego faced debt due to falling out of favor with children. With the rise of technology, LEGOs were no longer the common toy children wanted. To adapt, LEGO created digital channels and LEGO-themed movies as technology advanced, both of which quickly regained their relevance.

Adding these movies and other forms of entertainment, led to customers being able to enjoy LEGO once again anywhere they wanted. Due to the success of their movie, The Lego Movie in 2014, the brand was able to revive itself. Customers were able to enjoy LEGO wherever they wanted to when these movies and other forms of entertainment were added.

The company was aware of the repercussions of not adapting to the technologically advanced world. LEGO was able to develop a solid foundation on which the company could later expand sustainably.

Dunkin’

In late 2018, Dunkin’ Donuts announced its new brand identity - Dunkin’. While “donuts” will always be connected to the brand, the company moved towards becoming a beverage and on-the-go brand. To modernize the brand while staying true to its heritage, the rebrand included a new logo, store remodels, and packaging redesigns.

About its iconic tagline, “America Runs on Dunkin’,” the rebrand encouraged customers to be on a first-name basis with the company. Along with the rebranding of its name, Dunkin’ explored beverages outside of coffee to become a beverage-led brand. The overall goal of this rebrand was to separate itself from donuts and reintroduce itself as a brand with more to offer.

With refreshers, plant-based breakfast items, merch, and new marketing strategies, Dunkin’ has successfully rebranded itself to be more than a coffee and donut shop.

Tinned Fish

The tinned fish aisle was one that many of us used to skip on our weekly grocery runs. When you think of a tinned fish, you may picture the flavorless tuna shoved in the very back of your pantry.

Often overlooked as an unfavorable food, tinned fish has recently had its own rebranding of sorts. Today, tinned fish recipes and “tin fish date night” charcuterie-style boards fill our algorithms. They have recently seen a rise in popularity due to social media.

Various tinned fish brands are capitalizing on these trends through successful PR plans, resulting in a tinned fish market that is bursting with gourmet flavors and even bold new modern packaging. Not only is tinned fish the latest social media foodie trend, but it’s also now found increasingly in gourmet settings.

This cultural revamp not only opens the door to a new world of flavor and opportunities (both food-related and pr-related), but it is also one that is relatively sustainable.