Repositioning precedents, 34 campaigns brands ran while they changed who they were for
34 campaigns other brands ran while they were repositioning, grouped by the KIND of move rather than by shelf.
Founder · September 11, 2026 · 22 min read
The dot on a brand is how sure we are of ITS number, and nothing else. Green, the page we opened says it. Blue, we read the page but nobody has checked the number. Grey, our own write up with no public link, so keep it out of an email until somebody finds a source.
1. The brand looks dated and wants a younger buyer
Everybody knows the name, and that is the problem, because the name they know is the old one.
🟢 Peelz Citrus
A mandarin orange sold in supermarkets, picked up by parents and read by everybody else as fruit for adults.
41.1 million impressions, 1.7 million engagements, 145% of planned content delivered
In their words
**Problem, in their words. **The brand wanted to move beyond the “wholesome family snack” narrative and reposition itself as the bold, modern fruit for adults who snack with style.
**Constraints, in their words. **From November 2023 through May 2024, The Shelf engineered a data-backed influencer campaign designed to inject humor, creativity, and attitude into a sleepy grocery aisle.
**Solution, in their words. **Deliverables included high-energy edits, humor-driven skits, DIY visuals, and cinematic transitions that made Peelz feel like a lifestyle accessory.
Show it to: Jif, 7UP, KFC, Pizza Hut, Great Harvest, Vaseline, Honda Source
🔵 J2O
A soft drink poured in British pubs for twenty years, launching a ready to drink mocktail and wanting to be what Gen Z orders when they are not drinking.
15.4 million views, 14.9 million paid impressions, 21% sales growth versus pre-campaign period
In their words
**Problem, in their words. **But as a brand associated with families, they wanted to drive visibility amongst Gen Z students.
**Constraints, in their words. **And with their new "mocko's" positioned as premium, or 'posh', soft drinks for social occasions, they needed creators to bring their, 'They're well posh' creative platform to life on TikTok.
**Solution, in their words. **Everyone's understanding of what makes something posh varies, so we wanted to see how two types of creators would interpret a brief to poke fun at being posh.
Show it to: Jif, 7UP, KFC, Pizza Hut, Great Harvest, Vaseline, Honda Source
🔵 Listerine
The mouthwash everybody grew up with, running a thirty day push through Rite Aid stores in eighteen states.
2.5 million reach, 5 million impressions, 6% engagement rate
In their words
**Problem, in their words. **Our client tasked VizSense with targeting influencers with audiences located near regional Rite Aid stores to create awareness of the benefits of oral hygiene and drive foot traffic in-store for a key 30- day promotional period.
**Solution, in their words. **VizSense conducted in-depth market research to deploy a winning strategy.
Show it to: Jif, 7UP, KFC, Pizza Hut, Great Harvest, Vaseline, Honda Source
⚪ Tommy Hilfiger
A nineties American fashion name at New York Fashion Week, trying to own sailing and heritage again in the loudest week of the year.
$56.5 million in earned media value across 3,100 posts
In their words
**Solution, in their words. **For the Spring/Summer 2025 New York Fashion Week, Tommy Hilfiger executed one of the most culturally resonant and high-performing influencer activations in recent fashion history.
Show it to: Jif, 7UP, KFC, Pizza Hut, Great Harvest, Vaseline, Honda our own write up, NYC_Influencer_Campaigns_Case_Studies.md
⚪ smartwater
A bottled water brand people already knew, wanting to look current in days rather than over a year.
3 million people reached in 2 days
In their words
**Solution, in their words. **Reached 3 million people in just 2 days through an experiential and social-first campaign.
Show it to: Jif, 7UP, KFC, Pizza Hut, Great Harvest, Vaseline, Honda our own write up, viral_nation_outcomes_report.md
⚪ IWC Schaffhausen
A Swiss watch house with a long history and a customer who was getting older every year.
Modernized IWC's image, Connected the heritage brand to younger demographics
In their words
**Solution, in their words. **IWC's strategy revolves around partnering with individuals who embody the brand's core values of excellence, pioneering spirit, and adventure.
Show it to: Jif, 7UP, KFC, Pizza Hut, Great Harvest, Vaseline, Honda our own write up, watch_influencer_marketing_report.md
⚪ Lincoln Motor Company
An American luxury car that people thought of as their grandfather sat in it, parked next to Mercedes and BMW.
Within two months of launch, Lincoln reported 13% year-to-date sales increase, MKC model saw steadily rising sales without heavy dealer incentives
In their words
**Constraints, in their words. **Within two months of the campaign's launch, Lincoln reported a 13% year-to-date sales increase, with the newly introduced MKC model seeing steadily rising sales without the need for heavy dealer incentives [7].
**Solution, in their words. **The campaign had an immediate commercial impact.
Show it to: Jif, 7UP, KFC, Pizza Hut, Great Harvest, Vaseline, Honda our own write up, unorthodox_celebrity_endorsements.md
2. Same product, a different buyer
Nothing about the product changes, the person being sold to does.
🔵 Under Armour
A sports brand that men bought, going after women, against a Nike that had been talking to them for years.
Generated 1.5 billion impressions, Achieved 28% increase in sales, Won Cyber Grand Prix at Cannes Lions
In their words
**Problem, in their words. **Under Armour sought to expand its female consumer base and challenge the perception that it was a male-centric brand.
**Solution, in their words. **The campaign featured supermodel Gisele Bündchen working out while real-time social media comments - both positive and harshly negative - were projected on the walls around her [11].
Show it to: Honda (Gen Z), Hers, Monster, PepsiCo, Nutrafol Source
🔵 Opendoor
A company that buys and sells houses online, needing two audiences at once, young people moving for the first time and older people downsizing.
For Life's New Opportunities, 5.1 million impressions, 438,300 engagements, 837 pieces of content, 8.6% engagement rate, For Life's New Opportunities, 19% higher click-through rate and 22% lower cost-per-click in TikTok Spark Ads, Make Your Move, 4.3 million impressions, 95,000+ engagements
In their words
**Problem, in their words. **Opendoor also wanted to see an increase in brand awareness, consideration, and consumer trust, proven by data collected from its quarterly internal research studies.
**Constraints, in their words. **As a data-driven tech company, Opendoor prioritizes campaign measurement and speed of execution.
**Solution, in their words. **As part of its digital marketing strategy, Opendoor has worked with Later on several influencer marketing campaigns, which have helped take its social media presence to the next level by activating its new brand purpose.
Show it to: Honda (Gen Z), Hers, Monster, PepsiCo, Nutrafol Source
🔵 Renault
A French car maker launching the new Scenic, a family car that families were not putting on their list.
1.9 million engagements, Reached over 230 million people, supported by PR coverage in major national media, 78% positive shift in purchase consideration among people exposed to the content
In their words
**Problem, in their words. **In line with the campaign objective to improve the Scénic’s consideration as a family car, research was conducted pre- and post-campaign, which concluded:
**Solution, in their words. **MSL worked with Renault to create a campaign with shareable and newsworthy content at its core, designed to resonate with the Renault Scénic target consumer (UK parents) in a real and powerful way supported by paid, owned and earned media.
Show it to: Honda (Gen Z), Hers, Monster, PepsiCo, Nutrafol Source
⚪ Robinhood
A share dealing app whose users were overwhelmingly young, white and male.
3.5M people reached, 1.5M views, 250,000 engagements
In their words
**Problem, in their words. **They needed to diversify their user base to include women, people of color, and individuals new to investing.
**Constraints, in their words. **This was necessary to drive broader app downloads and reduce the reputational risk of being seen as a platform for a single demographic.
**Solution, in their words. **Robinhood partnered with the agency NeoReach to activate over 15 diverse female YouTube influencers, including finance creators, lifestyle vloggers, and women of color.
Show it to: Honda (Gen Z), Hers, Monster, PepsiCo, Nutrafol our own write up, fintech_influencer_campaigns.md
⚪ Advil
A painkiller trying to be taken seriously by gamers, who scroll straight past an advert about pain.
14,000+ landing page clicks, 51% awareness lift
In their words
**Problem, in their words. **The campaign began with a real gamer pain point: research cited in the source found that 71% of gamers were concerned about headaches from long sessions, and 80% played through pain.[6]
**Constraints, in their words. **Advil’s gaming campaign is a strong example of a healthcare-adjacent product entering a new usage occasion without appearing opportunistic.
**Solution, in their words. **It gave gamers something to use immediately, then associated Advil with the problem.
Show it to: Honda (Gen Z), Hers, Monster, PepsiCo, Nutrafol our own write up, influencer_marketing_case_study_report.md
3. A category people are embarrassed by, or have stopped trusting
The brand is not fighting a rival, it is fighting what people already assume.
🔵 Oura
A smart ring bought by young fitness people, wanting to stand for getting older well instead.
No quantified performance metric disclosed in this source
In their words
**Problem, in their words. **Fitness brand Oura postulates in its new brand campaign that the ultimate goal of fitness is not necessarily to become a world-class athlete, but to live a long and healthy life.
**Solution, in their words. **The campaign uses the tagline, “Give Us the Finger,” as a nod to where the brand’s fitness device, a ring, is traditionally worn: on the user’s index finger.
Show it to: Hers, Diageo, PepsiCo, Power Crunch, Hims & Hers Source
🔵 Iceland Foods
A British frozen food chain whose celebrity adverts had stopped landing, with shopper approval down to ten percent.
Approval jumped from 10% to 70%, Videos held 55 to 59% view retention
In their words
**Problem, in their words. **Iceland's brand perception had plummeted.
**Constraints, in their words. **By shifting budget from expensive, broad-reach celebrity TV ads to highly targeted micro-influencers, Iceland reached a more attentive audience at a fraction of the cost [6].
**Solution, in their words. **The brand partnered with "Channel Mum," a YouTube community network, to recruit 50 micro-influencer "mommy vloggers" [6].
Show it to: Hers, Diageo, PepsiCo, Power Crunch, Hims & Hers Source
🔵 Klarna
Buy now pay later, at the point where people had started calling it a debt trap.
Grew to 150 million customers across 45 countries, 111% year-over-year ad revenue growth in key markets
In their words
**Problem, in their words. **The Buy Now, Pay Later (BNPL) model initially carried a stigma of financial irresponsibility, often viewed as a tool for people who couldn't afford their purchases.
**Solution, in their words. **The collaboration entails Snoop Dogg becoming Smoooth Dogg and the face of a major campaign called “Get Smoooth”, as well as Snoop Dogg becoming a minor shareholder in Klarna.
Show it to: Hers, Diageo, PepsiCo, Power Crunch, Hims & Hers Source
🔵 Lovehoney
A sex toy retailer whose social feed was nothing but product, in a category the platforms and the press keep at arms length.
370,000+ new followers, 2.9 million engagements
In their words
**Problem, in their words. **Despite being the UK's leading name in sexual wellness, their focus on sales and product promotion had led to low engagement and a stagnant follower base.
**Solution, in their words. **We developed a lasting strategy across organic social, paid social and influencers that set a new standard within the industry.
Show it to: Hers, Diageo, PepsiCo, Power Crunch, Hims & Hers our own write up, lovehoney.txt
🔵 O Positiv
A womens health brand selling for vaginal and urinary health, which nobody posts about.
Grew TikTok from zero to 100,000 followers in 9 months, Videos exceeded 24 million total views, URO VP identified as best seller
In their words
**Problem, in their words. **Currently, antibiotics are the only frontline treatment, despite antibiotics having negative impacts on the gut microbiome.
**Constraints, in their words. **Additionally, the FDA has actively advised against the use of several antibiotics for community-acquired UTI, leaving many women with few viable options.
**Solution, in their words. **"There are many disruptive issues that come with the territory of being a woman, which we're often told to ‘deal with,’ and that never sat right with me.
Show it to: Hers, Diageo, PepsiCo, Power Crunch, Hims & Hers Source
🔵 Hims & Hers
Telehealth selling hair loss and other prescriptions people do not mention to their friends.
~40% YoY jump in new subscribers, 2M+ customers reached at a $7.7B valuation
In their words
**Solution, in their words. **Hims & Hers uses bold, relatable, humorous campaigns to normalize conversations around stigmatized health issues.
Show it to: Hers, Diageo, PepsiCo, Power Crunch, Hims & Hers Source
⚪ Starface
Acne patches, sold to teenagers who were hiding them.
Grew past $50 million in revenue
In their words
**Problem, in their words. **Teens actively hid their treatments, making it a "problem-solution" category that reinforced stigma.
**Solution, in their words. **Starface reframed acne patches as fashion accessories by partnering with Gen Z influencers who wore the bright yellow, star-shaped patches proudly and visibly in their TikTok content.
Show it to: Hers, Diageo, PepsiCo, Power Crunch, Hims & Hers our own write up, 25_company_influencer_solutions.md
⚪ MedMen
A cannabis chain in Los Angeles that wanted to look like a proper shop rather than a dealer.
$2 million rebrand campaign, 30 in-house brand ambassadors, Heavy foot traffic to its LA dispensaries
In their words
**Constraints, in their words. **Because of strict regulations preventing MedMen from paying influencers to directly promote the sale of cannabis on social media, the brand had to rely on organic social, out-of-home (OOH) billboards, and a highly curated brand image [10].
**Solution, in their words. **MedMen built an in-house agency and utilized 30 brand ambassadors to act as micro-influencers, creating compliant social content around their specific store locations [11].
Show it to: Hers, Diageo, PepsiCo, Power Crunch, Hims & Hers our own write up, US_Local_Influencer_Campaigns_Report.md
⚪ Bobbie
Baby formula, sold to parents who get told breast is best.
Built a loyal community, Became a leading organic formula brand stocked in Whole Foods
In their words
**Problem, in their words. **Formula-feeding mothers faced massive social stigma due to the "breast is best" cultural narrative, making the topic largely taboo for mainstream advertising.
**Solution, in their words. **Bobbie partnered with influencer mothers who openly and vulnerably shared their personal formula-feeding journeys.
Show it to: Hers, Diageo, PepsiCo, Power Crunch, Hims & Hers our own write up, 25_company_influencer_solutions.md
⚪ Hers
The womens half of Hims and Hers, where the clinical medical language was losing people who were only browsing.
5M+ impressions, 11K new users funneled, $5 CPM
In their words
**Solution, in their words. **Utilized Spark Ads to amplify top-performing micro-creators.
Show it to: Hers, Diageo, PepsiCo, Power Crunch, Hims & Hers our own write up, ubiquitous_exhaustive_campaign_fulfillment_analysis.md
⚪ Novartis KESIMPTA
A multiple sclerosis drug from a big pharma company, one of several, needing patients to believe it.
27% website traffic boost, Nearly 300,000 portal visits
In their words
**Problem, in their words. **This is especially important in regulated treatment categories, where oversimplified claims can create compliance and trust problems.
**Constraints, in their words. **The main risk in this model is over-reliance on one personality.
**Solution, in their words. **Sigler had publicly lived with MS and used the treatment, making the campaign unusually grounded in lived experience.
Show it to: Hers, Diageo, PepsiCo, Power Crunch, Hims & Hers our own write up, influencer_marketing_case_study_report.md
⚪ BetterHelp
Online therapy, back when saying you were in therapy was still awkward.
About 1,914 sponsored videos across roughly 815 channels in 90 days, 5x creator volume growth in a year, $7.8M FTC settlement over sign-up data tracking pixels
Show it to: Hers, Diageo, PepsiCo, Power Crunch, Hims & Hers our own write up, nothing we hold
4. A new name the market has to learn
The company is the same company, and the shelf no longer recognises it.
🟢 Savers Value Village
A second hand chain, when charity shopping still read as what you do when you cannot afford new.
88.1 million impressions and 5.62 million engagements, Engagement rates as high as 11%
In their words
**Problem, in their words. **Savers came to us with a clear goal: show up differently.
**Constraints, in their words. **Creator tiers were selected by market (mids for U.S., micros for Canada) and content type (Reels vs Carousels).
**Solution, in their words. **The Shelf’s creative strategy leaned hard into thrift as a lifestyle - one built around individuality, sustainability, and self-expression.
Show it to: Tway Air to Trinity Airways, HONOR, Pizza Hut, Klook Source
🔵 Engine
A business travel booking company that had just dropped Hotel from its name, so every customer had a new name to learn.
773 signups generated, $51.75 cost per acquisition
In their words
**Problem, in their words. **Engine, formerly Hotel Engine, partnered with The Shelf to drive awareness and adoption for its rebrand and platform expansion.
**Solution, in their words. **The campaign spotlighted authentic, skit-style, and story-driven content that positioned Engine as a sleek, stress-free alternative to traditional travel platforms.
Show it to: Tway Air to Trinity Airways, HONOR, Pizza Hut, Klook Source
🔵 WeightWatchers
A weight loss company built on the number on the scale, at the moment GLP-1 drugs made that pitch look finished.
No hard performance metrics were made public
In their words
**Problem, in their words. **Amidst the explosion of GLP-1, WeightWatchers' new campaign "Fits You" aims to re-frame weight loss narratives that are tied to a single number by telling a series of personal stories.
**Solution, in their words. **Four people with distinct weight loss journeys are highlighted, showing the full ability of WeightWatchers' suite of offerings to help everyone achieve their goals, including new features like WeightWatchers GLP-1 and WeightWatchers Clinic.
Show it to: Tway Air to Trinity Airways, HONOR, Pizza Hut, Klook our own write up, weightwatchers.txt
5. A new occasion, or a new reason to reach for it
Same buyer and same product, a different moment in their day.
🔵 Pho
A Vietnamese restaurant chain in the UK, in January, the quietest month there is for eating out.
Record month of 124K website visits, Sales up 7% year over year
In their words
**Problem, in their words. **The challenge Pho, a Vietnamese casual-dining chain with 30+ U.K. locations, needed to drive traffic during a traditionally slow January period, all while repositioning itself as a healthy choice for fitness-conscious consumers.
**Constraints, in their words. **The brand wanted to reach beyond its core foodie audience to tap into a new segment that valued nutrition and wellness.
**Solution, in their words. **Instead of relying on food bloggers, they recruited fitness influencers, trainers, and wellness coaches across the U.K., prioritizing creators with deep ties to local gyms and studios.
Show it to: Shake Shack, 7UP, KFC, Klook, Xero Source
🔵 Seedlip
A non alcoholic spirit, at a time when not drinking meant a sugary soft drink and an apology.
Present in 25+ countries by 2019, 7,500+ on-trade and retail placements including bars, restaurants, hotels, and retailers, 300+ Michelin-star restaurant placements
In their words
**Problem, in their words. **When Seedlip launched, “not drinking” was often represented by sugary soft drinks, juice, or an apologetic alcohol substitute.
**Constraints, in their words. **Pearlfisher made that reframing visible and credible by borrowing the cues that make premium spirits desirable - heritage, botanical specificity, ingredient provenance, distillation, materiality - without copying an alcoholic brand.
**Solution, in their words. **Variant-specific illustrations, a distinctive monogram, premium bottle materials, and references to copper stills deliberately put Seedlip closer to the visual culture of premium spirits than to soft drinks.
Show it to: Shake Shack, 7UP, KFC, Klook, Xero Source
⚪ Moët & Chandon
Champagne, which people only opened at weddings and at New Year.
2.2 million page likes, +5,299% total engagements
Show it to: Shake Shack, 7UP, KFC, Klook, Xero our own write up, nothing we hold
⚪ Ahrefs
An SEO tool whose creator deals only ever worked on people already shopping for SEO software.
$1 million plus spent on creators to date
In their words
**Constraints, in their words. **[2] This multi-platform approach was negotiated as a package deal to maximize reach within a specific budget.
**Solution, in their words. **The pivot to AWT solved this problem: it is a free offer that any website owner can benefit from immediately, which dramatically lowers the barrier to entry and expands the total addressable audience beyond just SEO professionals.
Show it to: Shake Shack, 7UP, KFC, Klook, Xero our own write up, ahrefs_influencer_marketing_analysis_FINAL.md
⚪ Contiki
A tour operator famous for party trips for young people, launching a new Indonesia itinerary.
9.37:1 ROI against a 7.8:1 target, 58% of global Indonesia bookings came from Australia, 8-point drop in the brand's party-only perception
In their words
**Problem, in their words. **Simultaneously, Contiki faced a persistent brand perception problem, it was widely stereotyped as a "party-only" travel company, deterring a growing segment of experience-seeking, culturally curious Gen Z travellers.
**Constraints, in their words. **Contiki entered the campaign with two compounding challenges that the creative strategy had to resolve simultaneously:
**Solution, in their words. Shayla Jay published bucket-list-format content framed around Indonesia as an unmissable destination, directly addressing the "Bali-only" perception.
Show it to: Shake Shack, 7UP, KFC, Klook, Xero our own write up, Contiki_Indoventure_Influencer_Case_Study.md
6. What it looks like when it goes wrong
Kept in on purpose, because each one is an argument for spreading the bet.
🔵 Goop
Gwyneth Paltrows wellness company, sixteen years old, still not profitable, and unable to sell anything without her in the picture.
Advertising performance on social media quadrupled when Paltrow was featured in an "A launch", A launch video without Paltrow got fewer than 275 likes, compared to 1,100 likes for the Paltrow featured version of the same product, Company still not profitable after 16 years of operation
In their words
**Problem, in their words. **As Goop's media initiatives fell short, its e-commerce ambitions, or what the company dubbed "contextual commerce", took center stage.
**Constraints, in their words. **Paltrow, for her part, has hinted that she wants Goop to thrive without her.
**Solution, in their words. **When she's part of a launch campaign, Goop calls it an "A launch," and the performance of the advertising on social media "quadruples," one of the former employees said.
Show it to: anyone about to hand the whole repositioning to one famous face Source
⚪ Pepsi
Pepsi in 2017, wanting to look like part of the protests that were the story of the moment.
Pulled within 48 hours after backlash, Millennial purchase consideration fell from 33% to 23%
In their words
**Problem, in their words. **When an influencer's actions or the campaign's core message severely misaligns with the brand's values or audience expectations, the financial and reputational damage can be catastrophic.
**Constraints, in their words. **Produced by Pepsi's in-house "Creators League Studio" to save money, the ad cost an estimated $5 million.
**Solution, in their words. **Pepsi attempted to capitalize on the zeitgeist of social justice protests by casting model Kendall Jenner in an ad where she diffuses a tense standoff between protesters and police by handing an officer a Pepsi.
Show it to: anyone about to hand the whole repositioning to one famous face our own write up, influencer_marketing_failures_report.md
Your 16, and the precedent to show each one
Our deal rows are YouTube only. Six of the sixteen companies show zero. For an Instagram first brand that is a hole in our scanning and never a fact about the brand.
| Company | The move on file | Creator deals we hold | The precedent to show them |
|---|---|---|---|
| shakeshack.com | Shake Shack launches Good Fit Menu featuring health-conscious options to appeal to diet-focused customers. | 1 on file | Moet, an occasion change, and Pho, casting outside the food category |
| twayair.com | T'way Air unveils fresh look ahead of rebrand. | 0 on file | Engine, a rename that had to land, and Lincoln, moving upmarket |
| forhers.com | The sponsor database shows Hers moved from 36 historical creator deals on beauty, entertainment, health, and lifestyle channels to 9 deals on comedy channels in the last 150 days. | 40 on file, 23 in the last year | Hims and Hers, and BetterHelp, both selling past a stigma |
| honda.com | Honda discontinued its Mexican-built Prologue EV after 2026 to focus on hybrid models | 4 on file, 2 in the last year | Renault, the family car that changed what people considered it for |
| 7up.com | 7UP rebrands with lime-led flavor positioning to refresh its market presence. | 0 on file | J2O, a soft drink that went for Gen Z and measured the favourability |
| klook.com | Klook launches new brand platform with Klookmoji visual identity system. | 551 on file, 216 in the last year | Contiki, which shed an image and tracked the perception drop |
| xero.com | Xero announced the launch of Xero Ultra, bringing enterprise-grade financial control to a new customer segment. | 49 on file, 39 in the last year | Engine, a business rename carried by ten creators |
| pizzahut.com | Pizza Hut drops Pizza from its name and launches a Josh Allen campaign ahead of ownership transfer. | 6 on file, 2 in the last year | Engine and Peelz, a name change on top of a dated image |
| kfc.com | KFC has undergone a major rebrand with six bold changes to its brand identity and positioning. | 1 on file | Peelz, a dated brand that went bold, and Listerine on the retail side |
| diageo.com | Diageo unveils $1B savings plan with Guinness push to fuel turnaround strategy. | 0 on file | Moet, the occasion move, and Seedlip, which built new codes |
| vaseline.com | Vaseline temporarily rebrands as Baseline following viral Korean creator video with 36 million views. | 2 on file, 1 in the last year | Starface, which turned an embarrassing product into a look |
| greatharvest.com | Great Harvest emphasizes storytelling in brand refresh. | 0 on file | Peelz, and Iceland Foods, which won trust back with mums |
| jif.com | Jif unveils first major brand refresh in over 30 years to target modern snacking occasions. | 0 on file | Peelz, a dated pantry brand aimed at a younger shopper |
| pepsico.com | PepsiCo undergoes brand refresh to win back consumers amid changing market dynamics. | 2 on file, 1 in the last year | Pepsi and Kendall Jenner, their own, and Iceland Foods |
| powercrunch.com | Power Crunch relaunches with lighter protein bars by Ferrero. | 0 on file | Under Armour, same product, a different buyer |
| honor.com | HONOR unveils new logo and repositions as an AI device ecosystem company. | 24 on file, 6 in the last year | Engine, a rename, and IWC, a heritage name going younger |
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