Jell-O's Vibrant Brand Revamp: A Colorful Look for a New Generation

AUG 15, 2023

Marketing House presents an analysis report about brands' digital transformation, the mistakes the brands tend to commit during the transformation process, and what should be provided during the digital transformation according to Marketing House experts.

Adapting to new trends and comprehending the demands of the current generation remains the most challenging aspect for major brands. Failure to successfully navigate this transition often leads to their gradual obscurity.

In such scenarios, brands need to swiftly and effectively embrace emerging trends, harness modern technology with enhanced interactivity, and introduce fresh logo and design concepts, all the while upholding the superior quality associated with their legacy.

Example: Jell-O by Kraft Heinz

The Problem: While Jell-O was known as America's most-loved dessert for years, its inability to adapt to digital and the fact that the designs and logos of the products are not suitable for today’s generation caused a remarkable decrease in the brand’s awareness and the sales of the product. America's best-loved dessert has become almost forgettable.

But Jell-O isn't the only one responsible for this drop. Demand for gelatin desserts has also declined over the years.

The Solution: To revive falling demand, iconic gelatin dessert brand Jell-O has made a surprising and exciting move. It launched a brand new logo and an innovative rebranding campaign to capture the spirit of fun and nostalgia that has made Jell-O a household name for generations.

The new logo of Jell-O, while characterized by a fun and colorful design that remains loyal to its roots. While Jell-O's goal is to modernize and attract Generation Z, the brand remembers its old target audiences too. The new design appeals to both audiences. The new design has already started to spread nationwide.

"As the iconic 'America's most beloved dessert,' we aspire to transcend generations and continually embark on an endless journey of flavors with our customers," said Kristina Hannant, Associate Director of Desserts at Kraft Heinz, reflecting on the rebrand. "After a decade, it was an opportune moment to reevaluate our packaging and propel Jell-O into the future with a fearless, playful, and delightfully imaginative approach." emphasizing that it was time for a change.

Suggestions:

1. Social Media has become the most effective tool to reach the young generation, so only changing the exterior of the packaging won't solve the problem, but effectively using social media during the rebranding process is a must. Having identified Generation Z as its target audience, Jell-O should increase its marketing campaigns for Generation Z. By creating a strong and impressive digital presence, Jell-O should be active on social media platforms such as TikTok, Instagram, and Snapchat, share engaging content, and encourage interaction. It can also attract this generation and to promote their participation by organizing fun and creative campaigns, competitions, and events.

2. The outdated website should be revamped, and the new logo and packaging should be consistently appplied across all the products.

Otherwise, despite all these efforts, they won't be able to achieve the desired success.

To achieve its objectives, Jell-O ought to strengthen its online visibility and formulate fresh campaign approaches as part of its rebranding strategy.

With the expertise of Marketing House New York, you'll receive invaluable support for your digital transformation and rebranding efforts. Leveraging their extensive experience in advertising and PR, Marketing House is your ideal partner on the path to achieving success stories.