12 Retro Products That Were Rebranded Awkwardly
Here's a look at 12 beloved retro products that were rebranded in ways that puzzled, frustrated, or alienated longtime fans.
- Alyana Aguja
- 4 min read
Branding is a delicate balance between modernization and nostalgia, and these 12 retro products show what happens when that balance tips the wrong way. From cereal name changes that sparked public campaigns to global rebrands that erased decades of cultural familiarity, each example reveals the risks of tampering with beloved icons. While some rebrands eventually recovered, others remain memorable cautionary tales in marketing history.
1. Marathon Bar → Snickers Almond
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The Marathon Bar was a braided caramel and chocolate candy sold in the 1970s and ’80s, known for its unusually long size. When Mars discontinued it, they later reintroduced a similar product as Snickers Almond, stripping away the playful branding and unique look. Fans felt the change lost the candy’s charm and made it blend in with every other chocolate bar.
2. Kentucky Fried Chicken → KFC
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In 1991, Kentucky Fried Chicken officially shortened its name to KFC to downplay the word “fried” amid rising health consciousness. The rebrand caused rumors that the company had changed its chicken recipe or even stopped serving chicken altogether. While KFC is now iconic, the switch confused many loyal customers at first.
3. Jif Peanut Butter → Jif (Logo Redesign)
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Jif peanut butter, a staple since 1958, decided to modernize its logo in the late 2010s. The subtle font and label changes made the packaging look cleaner, but some fans thought it lost the warm, homey feel they associated with childhood lunches. It showed that even small tweaks to a beloved retro product can unsettle loyal buyers.
4. Datsun → Nissan
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In the early 1980s, Nissan phased out its Datsun brand to unify its global image. While Nissan saw it as a smart move for brand recognition, Datsun fans mourned the loss of a name tied to affordable, sporty cars. Sales took years to recover as buyers slowly connected the dots between the two names.
5. Coco Pops → Choco Krispies (UK)
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In 1998, Kellogg’s UK decided to rename Coco Pops to Choco Krispies to align with the cereal’s global branding. The decision sparked outrage, and after an overwhelming public campaign, the company reverted to Coco Pops in just 23 months. It became a classic example of a rebrand gone wrong due to customer loyalty.
6. Royal Mail → Consignia
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In 2001, the UK’s Royal Mail attempted to modernize by renaming itself Consignia. The change baffled the public, with many criticizing the corporate-sounding name as cold and forgettable. Within 16 months, the company quietly switched back to Royal Mail.
7. Opal Fruits → Starburst
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In 1998, Mars decided to rename the UK’s beloved Opal Fruits to match the American name Starburst. While it made sense for global marketing, older consumers missed the nostalgic name that had been around since the 1960s. Even today, “Opal Fruits” is remembered fondly in British pop culture.
8. Chevrolet Nova → Chevrolet Caribe (in some markets)
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When the Chevrolet Nova was marketed in certain Latin American countries, the name “Nova” was awkward because it sounded like “no va,” meaning “doesn’t go” in Spanish. In some regions, it was changed to Chevrolet Caribe to avoid the negative implication. The story became a famous cautionary tale in international marketing.
9. Dairy Lea Triangles → Dairylea Cheese Triangles
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In the UK, Dairy Lea Triangles, a lunchbox favorite since the 1950s, underwent a small but awkward rebrand to Dairylea Cheese Triangles. The space in the name was dropped, and the new design looked more corporate than comforting. The change made longtime fans feel the brand was moving away from its nostalgic roots.
10. Uncle Ben’s → Ben’s Original
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In 2020, Mars Food rebranded Uncle Ben’s rice products as Ben’s Original in response to criticism over racial stereotypes. While the move was socially conscious, some consumers felt the abrupt change stripped the brand of its visual history. The familiar face and script logo were replaced with a minimal orange package that divided public opinion.
11. Radio Shack → The Shack
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In 2009, Radio Shack attempted to reinvent itself by informally calling itself “The Shack.” The nickname was meant to sound modern and casual, but customers found it strange and unappealing. The rebrand didn’t save the company from decline, and it remains an example of how trying to sound trendy can backfire.
12. Lucky Charms → Magic Gems (Limited Rebrand)
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In the early 1990s, Lucky Charms briefly marketed a version called Magic Gems, swapping the traditional marshmallow shapes for gem-shaped pieces. The change confused fans who preferred the original charms. It was quietly dropped, and the brand returned to its familiar name and shapes.