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Temporary Father's Day Rebrands

Cadbury is Changing Its Name to Dadbury for Father's Day

— June 19, 2020 — Marketing
This Sunday, for Father's Day, Cadbury will be temporarily changing its name to Dadbury to show support its support for parents, especially during a particularly trying year. This move will mark the first time that Cadbury has ever changed its name online and for a 24-hour period, the stunt will see the brand's Twitter username and logos updated. Knowing that there are dads who need love and recognition out there, the gesture is a simple and playful one that shows solidarity with parents.

Like Cadbury, a handful of brands across different industries are playing around with temporary name changes to suit different purposes—as seen with IHOP changing into IHOb to promote a new line-up of beef patties or White Castle taking on a Night Castle identity for the Summer Solstice.


Image Credit: Cadbury
Trend Themes
1. Temporary Name Changes - Brands across industries are experimenting with temporary name changes as a marketing strategy.
2. Supporting Parents - Companies are showing support for parents through temporary rebrands, acknowledging the challenges they face.
3. Playful Marketing Stunts - Brands are using temporary name changes as a playful and attention-grabbing way to engage with their audience.
Industry Implications
1. Food and Beverage - Food and beverage industry brands are using temporary name changes to promote new products or special occasions.
2. Fast Food - Fast food chains are adopting temporary rebrands to create buzz around limited-time promotions or events.
3. Social Media - Social media platforms are witnessing temporary name changes by brands as a creative way to generate online conversations and brand awareness.
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