8 times rebranding didn't go down well with consumers

Reinvigorating a brand is always an option, but often it’s best to leave well enough alone, writes Ed Power

It is a bombshell that has shocked the world and provoked heated exchanges on social media. How could such an irresponsible decision be taken so lightly? What will be the long-term ramifications? Has our way of life been permanently undermined?

We of course refer to the announcement that the manufacturer of the Toblerone chocolate bar has changed the design of the popular confectionary. In a cost-cutting response to Brexit, Mondelez International has increased the “space” between those iconic ridges, thus reducing overheads (inevitably Irish consumers will have to make peace with the reconstituted treats too).