Rebranding

Mars is a successful brand, a very successful brand company, and a very successful licensor (f.e. ice creme).  With rebranding it has mixed results.

Mars announced to change its famous brand Uncle Ben’s to Ben’s Original. The key visual is dropped entirely.

In the early 1990s in Europe Mars changed the famous Raider bars to Twix. It realized savings in marketing, packaging, communication.

Less successful was the change of the company name from Mars to Masterfoods. The B2B partners balked. The negative implications lead to a fast return.