KFC's Colonel Sanders
By Brad Tuttle
July 6, 2015

As a consumer brand’s core customer base gets older, it’s inevitable that the brand itself will start to feel old as well. Some brands embrace the shift and smoothly transition from trendy mass darling to beloved old-timey classic. More often, though, brands have a difficult time accepting that their years in the sun have faded, and that hipper, trendier labels are taking over.

What’s particularly tricky about the attempts of old-fashioned brands to remain relevant and in-demand today is that millennials are notoriously difficult to reach with traditional marketing. Nonetheless, from NASCAR to Maxwell House Coffee and beyond, we’re seeing all manner of brands launching makeovers and tweaking old products to woo millennials, with varying degrees of success—and awkwardness.


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