Comparing oranges with oranges: Brands beware of image makeovers

By Amy Kellow | 4 September 2013

Small changes can have a big impact. New Coke bombed. VB went back to old VB. Even a change of branding can hurt, as Tropicana found a few years ago to its cost. So what does that mean for Yahoo!, which tomorrow will reveal its new corporate look?

Well, according to this article from Business Insider via Bloomberg, it seems Yahoo!'s softly softly strategy might work.

Tropicana, owned by PepsiCo, swapped its recognisable packaging some years ago. The new design failed the Pepsi challenge and sales plunged 20% in one month.

Bloomberg claimed the change saw it lose market share to Coke's rival juice brands, Minute Maid and Simply Orange. PepsiCo eventually reverted to its original packaging. Global beverages chief Massimo D'Amo oversaw the rebrand and the reversal. He later left the company.

So Yahoo!'s approach - via '30 Days of Change' - might be a prudent approach. While those designs are quite conservative, there have also been unofficial logos produced by designers that the company might take inspriration from.

Design blog 99Designs received over 5,000 entries to its unofficial competition. See the winner below. We'll find out tomorrow if Yahoo! worked it in to its new logo.

Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.

Have something to say? Send us your comments using the form below or contact the writer at

Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at

Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.

comments powered by Disqus