What’s Old is New Again

Classic brands are classic for a reason. Their products, services and ideologies have stood the test of time without relying on gimmicks or cheap tricks. However, times are changing, and even the most beloved brands have to adjust to evolving mediums and customer expectations to keep up with the Brand Joneses. When modernizing a classic brand, marketers have to toe blurred lines between convention and innovation, tradition and novelty. Modernizing a brand takes much more than creating a Facebook Business Page and Twitter account, but yet we continue to see brands digging in their heels of convention. Below are the stories of how a few well-known industry stalwarts became the little (well, actually BIG) brands that could. Rubbermaid/Pyrex
Pyrex

Not your mother's Tupperware.

Those in charge of this iconic brand spent more than two years conducting targeted research about what their consumers valued in the brand and their current needs. The result was the launch of the a new line of Pyrex products geared toward modern foodie culture that paid homage to the functional storage containers of the past and addressed current consumer needs. In the words of Gemma Whiteside, general manger of Rubbermaid UK:

“Breathing life into a classic design is necessary from time-to-time. However, we at Pyrex’s parent company, recognize the need to nurture our long-standing customers, while also keeping up-to-date with emerging trends and wooing new customers with innovative new products. Over the past two years in-depth research has been carried out by Pyrex to evaluate the modern needs of consumers and retailers. On the back of these findings, we are launching an entire range of new products onto the European market, and in doing so we hope to build on the trusted heritage of the 90-year-old brand, but give it a new look to appeal to aspiring foodies across Europe.” Volkswagen
VW Beetle

Punch Bug! You're it!

Although the Volkswagen Beetle is one of the most iconic cars of all time, many don’t realize that there was a time when the beloved Bug waned in popularity. In fact, the model fell so low on the car industry food chain that it ceased to be sold in the United States. In the 90s, Volkswagen began working on a campaign to meld the nostalgia of the classic Beetle with the features modern consumers wanted. The “New Beetle” came into the market in 1998 with a brilliant ad campaign: VW New Beetle The New Beetle’s television advertising campaign tugged at the heartstrings of older consumers by acknowledging the Beetle’s storied past and appealed to younger consumers not as familiar with the iconic car by emphasizing its distinction as Motor Trend’s Foreign Car of the Year. Volkswagen has continued to evolve and cash in on the success of the New Beetle; in their 2010 Super Bowl commercial, a variety of people play the infamous “Punch Bug” game with all makes and models of Volkswagens – not just the Beetle. The success of the New Beetle’s rebrand allowed Volkswagen to increase the popularity of ALL their models and reach an entirely new audience. Punch Bug Growing Pains and Gains Embracing both their past and the future is what enabled these brands to retain loyal customers and attract new business. As a company that recently underwent a rebrand ourselves, we appreciate these brands’ dedication to the values that made them successful while embracing new narratives and marketing strategies. We can attest from the altar that it ain’t always easy to grow up while staying fresh.

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