Rebrand efforts run the risk of becoming cosmetic exercises that don’t move the business needle. But when grounded in insight, they can do much more. Two brand refresh stories, Carex in Nigeria and Cell C in South Africa, offer strong examples of how listening to the market and reshaping with purpose can drive impact.
Some weeks ago, Carex, part of PZ Cussons Nigeria, relaunched its brand around a renewed mission: “Win the War Against Germs.” This was no shallow makeover. The relaunch introduced a Masterbrand identity and expanded its antibacterial range, handwash, bar soap, and antiseptic liquids, all formulated to kill over one million germs in seconds while remaining skin-friendly.
The event in Lagos confirmed the stakes, public health leaders and influencers underscored the brand’s social responsibility. The theme struck a balance between protection and emotional connection, positioning Carex not just as a hygiene product but a trusted companion in messy everyday life. This relaunch reinforced Carex’s position in a competitive market and aligned it with Nigeria’s broader push for improved hygiene awareness. It reflected both product efficacy and a deeper commitment to families navigating daily challenges.
In August 2024, Cell C; South Africa’s fourth-largest mobile operator, rolled out a bold new brand identity under the theme “We are unstoppable.” The refresh included a dynamic new logo, a compelling audio mnemonic, and messaging that reclaimed its role as a disruptive, customer-first telecom. This step was part of a broader turnaround strategy under new leadership. Cell C pivoted to an asset-light model by shifting network operations to partner carriers, substantially expanding coverage from around 5,500 to 28,000 base stations.
The refresh extended from pixels to infrastructure, it was paired with the rebuild of digital channels, mobile apps, and retail experience, all aimed at delivering a seamless omni-channel experience. The message was clear: the brand makeover was not superficial but foundational. It was part of a plan to rebuild trust, modernise operations, and cement Cell C’s place in South Africa’s telecoms future.
In the end, rebrands succeed when they are more than cosmetic exercises. The most impactful transformations begin with a deep understanding of the audience, the market, and the brand’s own operational realities. Carex and Cell C demonstrate that success comes from aligning visual identity with genuine strategic shifts, whether that’s tapping into the emotional drivers behind product choice or rebuilding the service backbone to match a new promise. In Africa’s dynamic markets, where consumer expectations shift quickly and competition is fierce, the rebrands that endure are those that connect brand narrative, customer experience, and business performance into one coherent story.
