California Pizza Kitchen (CPK) shocked fans with a bold new look this week, unveiling a silver chrome logo and a flashy social media campaign featuring flashing lights, models, and slogans like “DEVOUR THE DOUBTERS.” The over-the-top visuals seemed more suited to a rave than a family-friendly pizza joint, leaving many wondering if the brand had completely shifted gears.
However, the dramatic change was just a temporary stunt to celebrate the restaurant’s 40th anniversary. The “edgelord” rebrand, which included videos and posts that resembled a Liquid Death or MSCHF campaign, was revealed to be a parody. The brand quickly returned to its classic look after partnering with actress Busy Philipps to unveil the hoax.
The campaign, which was crafted as a playful response to other brands’ dramatic rebrands, is the brainchild of CPK’s Chief Marketing Officer, Dawn Keller. Keller recognized that while the restaurant had positive associations with many customers’ childhood memories, it wasn’t often top of mind. To reinvigorate the brand, CPK decided to stage a “midlife crisis,” mocking the trend of older brands attempting to reinvent themselves in ways that lose touch with their roots.
The stunt has been successful in drawing attention, generating 21 million social impressions. Despite the mixed reactions, Keller said the positive feedback from some fans has been a pleasant surprise. Though the new look was intentionally exaggerated, it showed that CPK’s brand equity remains strong, with many supporters rallying behind the restaurant even after the joke was revealed.
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