From PUMA-PVMA to Jaguar, Walmart, and beyond: The most memorable rebranding fails ever
PUMA kicked off the year with a bold move, rebranding as PVMA in a clever collab with PV Sindhu, leaving fans talking online. But not all rebranding stories end well¡ªsome, like Jaguar, Walmart and GAP, face major backlash for missing the mark.
PUMA sure knows how to kick off a year with a bang! The brand recently made waves by rebranding itself as PVMA¡ªyes, even changing store signage and online branding¡ªwhich had everyone talking. Social media was filled with organic reactions, ranging from confusion over whether it was a mistake to debates about how to pronounce "PVMA." Initially, the move didn't seem to sit well with many, but when it was revealed to be a clever collaboration with Indian badminton star PV Sindhu, the campaign was widely praised for its creativity.
But not all brand rebranding stories end this well¡ªsome have faced serious backlash. Here's a look at some of the top rebranding fails:
Jaguar
Jaguar just made the most expensive mistake of 2024.
¡ª Hosun (@hosun_chung) November 22, 2024
They spent millions on a rebrand that erased 100 years of heritage.
Even Elon Musk is publicly mocking them.
Here's the fascinating reason behind the rebrand (& why it's driving the internet crazy): ? pic.twitter.com/xz0uR3daUE
Last November, British luxury automaker Jaguar unveiled its new logo through a bold, pop-art-inspired branding film.
With over a century of history, the 102-year-old company announced its transition into a "new era" as it gears up for an all-electric car lineup. The rebranding campaign showcased a visually striking, albeit perplexing, approach, featuring multicultural models in vibrant, futuristic outfits.
The tagline, "Copy Nothing," emphasised breaking free from convention with slogans like ¡°Delete the ordinary. Go bold. Copy nothing."
A promotional video shared on X and Instagram depicted models in alien-like, colorful attire navigating surreal landscapes, accompanied by the phrase, "Break Moulds."
Copy nothing. #Jaguar pic.twitter.com/BfVhc3l09B
¡ª Jaguar (@Jaguar) November 19, 2024
Despite its artistic ambitions, the campaign faced backlash online. Critics were quick to point out the lack of any actual cars in the ads, calling the message unclear.
Even Elon Musk commented on X, asking, ¡°Do you sell cars?¡±
Do you sell cars?
¡ª Elon Musk (@elonmusk) November 19, 2024
Additionally, the redesigned "leaper" jaguar logo drew mixed reactions, with many lamenting the loss of the classic emblem.
Walmart
Walmart, $WMT, unveiled a rebranded logo, and updated their brand identity.
¡ª unusual_whales (@unusual_whales) January 13, 2025
Before: After: pic.twitter.com/yuD2ysU1He
In January 2025, Walmart unveiled its first logo update in two decades, leaving shoppers genuinely surprised.
The company announced the change as part of a "comprehensive brand refresh."
However, the update, which included tweaks to the font, imagery, and color scheme, sparked widespread astonishment¡ªnot because it was drastically different, but because it appeared almost identical to the old design.
Here's a closer look at the subtle transformation that left everyone talking:
Me when Walmart rebrands their logo to look exactly the same: https://t.co/BI8CKS3fPc pic.twitter.com/351Zp4oii2
¡ª Page153 (@Im_Page153) January 13, 2025
Walmart re-did their logo.
¡ª Meghan Maureen (@Keggs719) January 13, 2025
This is the before and after.
I can't believe someone got paid for this. pic.twitter.com/jsuf7SkKDh
Walmart just unveiled their new logo. It looks the fucking same. pic.twitter.com/UwoQDX4Ij9
¡ª Tiffany Fong (@TiffanyFong_) January 13, 2025
GAP
In 2010, GAP made a bold move by replacing its iconic logo, which had remained unchanged for 20 years, without any prior announcement. The redesign featured a random gradient square tucked in the corner, paired with a generic font¡ªa stark departure from the original.
Les changements de logo les plus catastrophiques ?
¡ª Hugo - Cr¨¦ation Site & Branding (@hugo_marketing_) September 14, 2024
D¨¦couvre les pires ¨¦checs en rebranding ?
1/ Gap
- En 2010, Gap change son logo.
- Les clients d¨¦testent le nouveau design.
- Retour ¨¤ l'ancien logo en 6 jours. pic.twitter.com/EPcUQx4VmC
The reaction was swift and overwhelmingly negative, with customers and designers alike expressing their disdain.
The backlash was so intense that within just six days, GAP scrapped the new logo entirely and reverted to the classic design, marking one of the fastest branding reversals in history.
Tropicana
4/ Tropicana
¡ª Hugo - Cr¨¦ation Site & Branding (@hugo_marketing_) September 14, 2024
- En 2009, Tropicana change son packaging et logo.
- Les clients ne reconnaissent plus la marque.
- Les ventes chutent, retour ¨¤ l¡¯ancien logo. pic.twitter.com/X2NDotzoAt
Tropicana's rebranding mishap stands out as a unique case. While the new design was praised for its fresh, clean, and modern aesthetic, it unintentionally stripped the brand of its identity.
The iconic orange with a straw¡ªa visual cue synonymous with Tropicana¡ªwas removed, leaving the packaging looking overly generic.
The result? Consumers struggled to recognise the product on shelves, leading to a staggering 20% drop in sales.
This rebranding failure became a cautionary tale of the importance of balancing modern updates with brand recognition.
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Srishti B Dutta brings you everything from rags-to-riches tales and inspiring student success stories to those "No way, this can't be real!" moments. Whether it's intriguing, heartwarming, or just plain quirky, she's got it covered.
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