A spate of iconic rebrands in recent weeks have left some people reeling in a consumerist society where what we buy says a lot about who we are. Iconic British carmaker Jaguar unveiled a rebrand that sparked an uproar online over a rollout video that features models wearing bright colors, but no cars.
FILE - This May 23, 2017, file photo shows a variety of Campbell’s soups in a grocery cart at a store in Phoenix. FILE - The logo of Jaguar ca is pictured at the Auto show in Paris, France, Wednesday, Oct. 3, 2018, 2018. FILE - The logo for CNBC appears on the CNBC studio on the floor of the New York Stock Exchange, Nov. 20, 2024. FILE - This May 23, 2017, file photo shows a variety of Campbell’s soups in a grocery cart at a store in Phoenix.
“Especially now, with the world feeling so dystopian,” the Cyprus-based brand designer wrote, “a heritage brand like Jaguar should be conveying feelings of safety, stability, and maybe a hint of rebellion — the kind that shakes things up in a good way, not in a way that unsettles.
“It can feel like the brand is turning its back on everything that it stood for — and therefore it feels like its turning its back on us, the people who subscribe to that idea or ideology,” said Ali Marmaduke, strategy director with the Amsterdam-based Brand Potential. Trump’s “Make America Great Again” qualifies. So did President Joe Biden’s “Build Back Better” slogan atop his legislative plan. And Campbell’s soup itself — “Mmm Mmm Good” — isn’t going anywhere, its CEO, Mark Clouse, said in a statement. The company’s new name, Campbell’s Co., will reflect “the full breadth of our portfolio,” which for some time has included brands like Prego pasta sauce and Goldfish crackers.
The reaction, though, ranged from bewilderment to hostility. Memes sprouted up likening the video to the Teletubbies, a Benetton ad and — perhaps predictably — a bow to “woke” culture as the blowback intersected with politics.
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