Reverse rebranding?
Posted: Wed Feb 12, 2025 3:19 am
Who doesn't remember the iconic penguin and visits to Ponto Frio stores , especially during the 90s?
It was an event, an experience that mixed the excitement of acquiring a new appliance, piece of furniture or product, with the fun of interacting with its friendly mascot.
For me, Ponto Frio was definitely synonymous with quality, trust and even happy moments.
Maybe I’m being overly nostalgic or simply romanticizing a brand, but the moj database fact is that Ponto Frio went through a notable decline and almost fell into total oblivion. Given the news that the company was going back to adopting its original name, I decided to write this article.
For those who didn’t follow, in 2021, the company chose to call itself just “ Ponto ”, but after three years it decided to reinstate “ Frio ” to its name. This is a curious and even rare case of reverse rebranding .
In a statement, the company justified the change by listening and adapting to customer needs.
“The decision to return to the iconic name was made in response to the public’s desires and strong emotional connection with the brand, which continued to refer to it as Ponto Frio,” says Grupo Casas Bahia.
Well, Ponto Frio is still far from being the brand we used to know. On the website and social media, communication is extremely distant from the public that used to frequent the physical stores. Everything has a more informal feel and communication is extremely aimed at younger generations (it sounds like a meme, but believe me, the images below are from the brand's official Instagram).
It was an event, an experience that mixed the excitement of acquiring a new appliance, piece of furniture or product, with the fun of interacting with its friendly mascot.
For me, Ponto Frio was definitely synonymous with quality, trust and even happy moments.
Maybe I’m being overly nostalgic or simply romanticizing a brand, but the moj database fact is that Ponto Frio went through a notable decline and almost fell into total oblivion. Given the news that the company was going back to adopting its original name, I decided to write this article.
For those who didn’t follow, in 2021, the company chose to call itself just “ Ponto ”, but after three years it decided to reinstate “ Frio ” to its name. This is a curious and even rare case of reverse rebranding .
In a statement, the company justified the change by listening and adapting to customer needs.
“The decision to return to the iconic name was made in response to the public’s desires and strong emotional connection with the brand, which continued to refer to it as Ponto Frio,” says Grupo Casas Bahia.
Well, Ponto Frio is still far from being the brand we used to know. On the website and social media, communication is extremely distant from the public that used to frequent the physical stores. Everything has a more informal feel and communication is extremely aimed at younger generations (it sounds like a meme, but believe me, the images below are from the brand's official Instagram).