This week, a number of major companies are celebrating their latest rebrands and refreshes with new logos and branded mascots. Catch up on all the latest marketing changes you need to know about in our Weekly Must Reads.

Twitter Rebrands as X

Twitter’s major platform changes continued last week when owner Elon Musk announced the social media app would be rebranded simply to “X.” Overnight, a black X logo replaced the iconic blue bird, and the brand’s official account moved over to the @x handle. The latest change comes as part of Musk’s goal to turn Twitter into an “everything app,” though it’s unclear what exactly that encompasses.

The rebrand was certainly another controversial move for the social platform. Twitter’s blue bird logo was a valuable asset, reportedly worth as much as $20 billion in value. Additionally, “X” is a commonly used symbol for tech brands, which may cause confusion for consumers. Musk himself already owns another business called SpaceX. Read up on all the latest updates on the app here: https://www.forbes.com/sites/roberthart/2023/07/26/elon-musk-changes-x-logo-and-then-changes-it-back-again-as-twitter-rebrand-evolves/?sh=8bb6e56670b0

Jell-O Announces New Branding

For the first time in a decade, snack brand Jell-O is rebranding with an updated logo and product packaging in hopes of attracting the new generation of young parents. The new logo keeps the brand’s classic red color scheme, but introduces a more playful, modern sans-serif font. In their new product packaging, Jell-O also incorporates other bright, eye-catching colors and elements designed to look three-dimensional. The brand also gives their “zero sugar” product feature more prominence on its packaging to appeal to health-conscious parents.

Jell-O’s brand refresh marks the 18th rebrand for a Kraft Heinz label in the last three years. Following the peak of the COVID-19 pandemic, Kraft Heinz has invested heavily in updating their brands to better connect with consumers and their changing needs. Learn more about Jell-O’s design changes here: https://www.marketingdive.com/news/jell-o-rebrand-first-time-10-years-kraft-heinz-marketing-trend/689056/

Pop Tarts Returns to Crazy Good Roots

In the 2000s, the Pop Tarts brand was well-known for its “Crazy Good” tagline, complete with animated Pop Tart mascots who were constantly running away from humans and wreaking havoc in the brand’s ads. In their latest campaign, Pop Tarts is bringing back the nostalgic characters with a modern, live-action twist that positions the pastry products as the heroes of the ads.

The new campaign is specifically targeted at millennial and Gen Z consumers who have fond memories of the Pop Tarts commercials of their childhood. The campaign kicked off earlier this month at Adult Swim Fest music festival in San Diego, and ads will hit TV screens in September. Learn more details about the nostalgic characters’ return here: https://www.prweek.com/article/1830683/pop-tarts-revives-crazy-good-toaster-pastry-characters-new-campaign

Chipotle Launches New Sweepstakes on Threads

In honor of National Avocado Day on July 31, Chipotle is utilizing Threads award 13 fans a pair of tickets to the concert or music festival of their choice. Every hour between 10 am and 10 pm, Chipotle will drop a text-to-win code on their Threads profile, and the 1,000^th fan to text the code will win the tickets. In addition to the giveaway, Chipotle is also offering free guacamole on the 31^st to any rewards member through their mobile app.

Chipotle’s campaign marks the first time a brand has used Threads to facilitate a sweepstakes contest. The brand offered a similar text-to-win giveaway in April for National Burrito Day, hosted on Threads’ competitor Twitter (now known as X). Check out all the details of Chipotle’s latest giveaway campaign here: https://www.marketingdive.com/news/chipotle-avocado-day-activation-threads-marketing/688993/