Case Study: Cracker Barrel’s Branding U-Turn — Lessons from Bud Light and Jaguar
How three brand missteps show the risks of abandoning core identity
Executive Summary
Weeks ago, Cracker Barrel launched a $700M rebrand with a new minimalist logo and store refreshes. The move triggered customer backlash, and a 10–15% stock slide. Resulting in a rapid reversal. This case study explores how Cracker Barrel’s pivot, Bud Light’s Dylan Mulvaney boycott, and Jaguar’s “Copy Nothing” ad flop reveal the dangers of alienating loyal audiences, and the PR strategies that shaped outcomes.
Background / Context
Cracker Barrel, founded in 1969, is known for its “Old Country Store” aesthetic — restaurants paired with nostalgic retail shops, which generate about 20% of sales. Leadership sought to modernize as customer traffic slowed and younger audiences gravitated toward fresher brands.
Similar challenges have confronted other legacy brands: Bud Light tried to reposition via an influencer partnership in 2023, while Jaguar attempted a radical lifestyle pivot in 2024 to signal its electric future. Each case underscores how branding changes collide with consumer expectations in a polarized, high-noise marketplace.
Challenge / Problem
Cracker Barrel: Balance modernization with heritage. Risk: alienating its base by dropping iconic Uncle Herschel logo.
Bud Light: Attempted to broaden cultural relevance, but risked politicizing a legacy beer brand.
Jaguar: Tried to reposition as a high-fashion luxury EV brand, risking loss of authenticity and fans.
At stake in all three: brand loyalty, sales performance, and market confidence.
Strategy & Approach
Cracker Barrel: “All the More” campaign emphasized modernization — lighter décor, text-only logo, refreshed menus. Framed as evolution, not replacement.
Bud Light: Influencer-led campaign aimed at inclusivity and reaching younger demographics. Minimal pre-crisis scenario planning.
Jaguar: “Copy Nothing” ad positioned Jaguar as avant-garde, intentionally not looking like an auto brand to break into fashion/luxury identity.
The common strategic gamble: move fast to redefine identity, assume audiences will adapt.
Execution / Tactics
Cracker Barrel
Rolled out minimalist logo in August 2025 across stores, menus, and digital.
Executed $700M store remodel plan over 3 years.
PR messaging post-backlash: emphasized listening and restored old branding within two weeks.
Bud Light
Launched Mulvaney partnership in April 2023 with commemorative can on TikTok.
Initial PR response was vague (“never intended to divide people”), failing to reassure any side.
Executed recovery campaign: patriotic ads (Clydesdales, NFL stars), heavy discounting, leadership changes.
Jaguar
November 2024 “Delete Ordinary / Copy Nothing” campaign launched on X (Twitter) with models in surreal settings, no cars shown.
Leadership doubled down publicly, dismissing critics as intolerant.
By May 2025, JLR replaced creative agency, signaling course correction.
Results
Cracker Barrel
Stock fell 7–15% intraday, ~$100M market cap lost.
PR reversal (“we listened, Old Timer is back”) stabilized reputation.
Customer sentiment shifted from outrage to relief, brand avoided long-term sales hit.
Bud Light
Sales dropped 25–30% YoY for months; Bud Light lost its #1 U.S. beer spot to Modelo.
Stock lost ~$26B in market value (spring 2023).
Long-term damage: volumes still down ~14% into 2024, loyalty fractured.
Jaguar
Ad drew millions of views but widespread ridicule.
Sales collapsed 50% (61,700 units in 2022 → 33,300 in 2024).
Negative association lingered, forcing agency review.
Lessons Learned & Takeaways
Authenticity > Aesthetics: Logos and campaigns tied to core heritage are emotional assets, not decoration. Dropping them risks alienating core customers.
Respond Quickly: Cracker Barrel’s fast reversal minimized harm; Bud Light’s slow, muddled response deepened it.
Test Before National Rollout: Pilot controversial creative in smaller markets to gauge sentiment.
Own the Narrative: Silence lets opponents define the story. Brands must communicate with clarity and humility.
Balance Innovation with Continuity: Successful rebrands evolve the brand story, not erase it.
Sources Used
Cracker Barrel Rebrand & Reversal
CBS MoneyWatch – Cracker Barrel stock plunges after logo change
Fox Business – Cracker Barrel faces investor criticism over $700M rebrand
🔗 Bud Light Boycott
Harvard Business Review – The Bud Light backlash
The Guardian – AB InBev CEO responds to Bud Light controversy
🔗 Jaguar “Copy Nothing” Campaign
The Guardian – Jaguar defends ‘Copy Nothing’ ad
Business Insider – Jaguar CEO defends rebrand, faces criticism
