Rebranding your company image is never an easy task!

Here at Springleap we have recently gone/are going through some major changes with the look and feel of our branding….all for the better.

Now, when a HUGE company like Vodacom changes its branding, like it did recently to the RED vibe, it’s much more difficult to create a look that everybody will agree with…especially if it has been around for a long time .

I spotted another big name who have just executed a serious rebranding on Between 10and5 .

Power Play , the energy drink of choice in the South African market, has decided to move away from its original concept and has opted for something slightly more… mythological!

I honestly prefer the original can. You take one look at it and you know it’s an energy drink . The orange coupled with that sketchy lil explosion and the “Power play energy drink” text, works perfectly and illustrates what the brand is about.

The new can they are using for the Power Play rebranding has used a darker shade (if the image I saw was exact of course) of orange and has decided to use a Griffin as its central element.
Personally I keep asking myself WHY?

I’m wondering why they decided to choose this particular creature. The griffin has always been a protector of priceless treasures, or even as a symbol of the divine .
But, if I think of mythological beasts I don’t associate the griffin as something that that exemplifies ENERGY!!!
Sure they were known as the ‘king of beasts’ at some point and are extremely powerful….but certainly a bad match for an energy drink in my personal opinion.

Sorry to be a ‘stick in the mud’ guys and girls. I love the old “Beware the kick” play on words and the fresh/hilarious TV adverts.
The martial arts vibe of the original adverts reflects ‘energy’ much more than the griffin.

Here is what Power Play had to say about the new direction:

The Griffin Movement rolled out in two phases, the first being the introduction of the Griffin through graffiti walls, blogs and other social networking platforms while public relations amplified the messaging through a creative media engagement campaign. A Power Play television advert introduced the Griffin and the philosophy, and inspired a following for the movement’s primary tenet to do things differently.

The second phase of the campaign will introduce short documentaries of real-life heroes with extraordinary stories who advocate living outside of the norm. The rebrand is in line with Power Play’s focus on strengthening its reputation through self-expression, aspiration and empowerment. As the most popular energy drink on the market, Power Play provides the energy that sustains the spirit to produce the extraordinary; it is edgy and fresh. The Griffin Movement has brought the brand to life and reinvented it not only within the category but within the beverage market itself.

I do like their overall concept here and the secondary phase of releasing short documentaries sounds like it could earn them some decent traction, as well as a new brand affiliation .

Well, what do you guys and girls think of the Power Play rebranding?

If you would like to see the original posting where I spotted this story scope out Between 10and5 .

Power Play gives you wings….ummm, griffin wings! :P

D

PS: do you remember this classic Power Play advert below, LOVE IT!