4 Super Bowl 'Rebranding' Reviews: What Worked? What Didn't?
Since today is officially Review the Super Bowl day, we thought we’d riff on a theme we saw in several of last night’s big-name ads: rebranding. The companies in question aren’t exactly hurting for money (except for one very notable exception), but they wanted to use the Super Bowl as a jumping-off point to refine and re-target their brands. So what worked? What didn’t? Let’s do some before-and-after comparisons, shall we?
Before: A luxury car brand synonymous with “incredibly rich (and usually evil) people”
After: A premium brand that’s still affordable for those of us a little lower on the social ladder
Did it work? Nice commercial but no.
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