New name, new look

Much can be debated about the merits of changing a well-known brand name. Sometimes a company or brand outgrows the intent of their original name, and marketers think a change will renew vitality and open the doors to new markets. Other marketers retort that customers know a name, so changing it risks losing all the value built into it over the years.

When most companies change, they have some kind of roll-out. When the dishwashing detergent Electrasol changed its name to Finish, it seemed to take two years to complete the transition. First, it was, “Electrasol! (soon to be Finish).” Then it became, “Finish! (formerly known as Electrasol).” After a few iterations of decreasing the font size of Electrasol, it finally faded from the packaging.

One company decided to skip all that transitional bother. Marcal toilet paper: new name, new look.

What happens to this company’s existing customers? Presumably, they will be mystified when they attempt to purchase their toilet paper.

At least we know they’ve been saving trees since 1950 (Before then, they were destroying them, perhaps).

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