Rebranding for Consumer Engagement: The CPK 40th Anniversary Stunt
California Pizza Kitchen (CPK) revamped its brand identity to engage younger consumers through a strategic 40th-anniversary stunt.
Rejuvenating the Brand, Not Just Rebranding
CPK's rebranding effort under Chief Marketer Dawn Keller focused on rejuvenating the brand's image rather than entirely changing it. Despite being a mature brand with significant brand equity, CPK needed to establish a stronger presence in the consumer market. By recognizing the need for reinvention without losing its essence, CPK embarked on a strategic journey to appeal to a younger demographic while retaining its core identity.
