The Biggest Rebranding Flops

Sugar or Syrup?

The Corn Refiners Association made headlines this week when it petitioned the FDA to change the name of high fructose corn syrup to “corn sugar.” The rebranding is an attempt to erase some of the stigma associated with HFCS, which has been dropped in recent years by retailers like Starbucks and Kraft over health concerns. (While recent research has explored links to obesity and diabetes, it’s not clear that corn syrup is substantially worse than sugar.) But while Big Corn seems wise to repaint their product as a “natural ingredient,” it’s far from certain that the consuming public will actually buy it.  Not every rebranding ends in success. Here are six organizations who tried to change their fortunes with a little marketing magic … and failed miserably. Photo Credit: flydime


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