Every Brand Bet, Broken Down
One brand bet a week: the rebrands, founder moves and launches that companies staked real money on. Each story covers what they risked, what happened in sourced numbers, and the play you can run on your own brand.
- Under 2 Months
Tropicana's 2009 Rebrand: The Carton That Lost the Straw
Tropicana swapped the orange with a straw in it for a glass of juice. Less than two months later, the old carton was on its way back.
Read the Breakdown - From £130K
Jaguar's Two-Year Rebrand Bet
Jaguar stopped selling new cars and relaunched with an ad that had no car in it. Almost two years later it showed the Type 01, from £130,000.
Read the Breakdown - $1.95B
The Founder Video That Sold Poppi
A co-founder told Poppi's founding story herself on TikTok. Four years later, PepsiCo agreed to buy the brand for $1.95 billion.
Read the Breakdown - 8 Days
The Cracker Barrel Logo That Lasted 8 Days
A nostalgia brand bet up to $700 million on a modern makeover, then reversed its new logo 8 days later.
Read the Breakdown
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