The cleaning product formerly known as Jif in the UK has been rebranded Cif.

Global Rebranding

Globalisation of communication through television and, most importantly, the internet has left many companies facing a single global market for their products. They therefore wish their products to have a single, world wide name rather than many regional names.

A prime example of this is Opel who are called Opel everywhere, except the UK where they are called Vauxhall. For every car that they produce they must develop 2 separate marketing plans, one for each brand name

Problems

In the UK the consumer public takes a typically xenophobic approach to such rebrands. Mention the brand Marathon (now Snickers) or Opal Fruits (now Starburst) to anybody born before 1980 and watch the resulting monologue to ascertain the extent to which the average british person feels put out by such rebranding.

....but with Cif

It is the opinion of this researcher (and in my world that's the opinion that counts) the with the change from Jif to Cif, the global plutocrats¹ have finally found a rebranding that actually improves things.

Let's face it. The word Jif has way to many unpleasant connotations. Ask the French for a start. It also gave the manufacturers a chance to run an advertising campaign poking fun at the way other accents pronounced the word Jif.

Other rebranding

Comments on other rebranding exercises are welcomed.