thinkThin Rebrands as think!
At any point in the day, you will inevitably catch me with a protein bar in my daily tote. I go for low sugar, high protein options, because I know that in the rush of the day, I’ll probably end up skipping a full meal, and I might as well treat my body to some nutrients. That’s why I love thinkThin. They’ve been my staple since high school, and I can’t go without them.
Last week, I walked into Bart Mart and was looking around the protein bar section, but for some reason I couldn’t find my beloved thinkThin bars—and then I saw them: think! bars. I was shocked. Could it really be? The flavor name and the nutritional information matched up, but I still had to do some quick Googling to be sure. thinkThin has, in fact, rebranded to now be think!
“ Wellness has become a key word to indicate a commercialized idea of health that hinges on little more than trend value”
This rebrand took place in April, but the new products seem to just be hitting shelves now. This is a smart move in the wake of strong body image and anti-dieting fad movements hitting the media in the past years. There has been a trend of companies switching around their marketing to target a new generation of buyers. For example, by the end of 2018, Weight Watchers rebranded similarly, cutting their iconic name down to two simple letters, WW, and their tagline to “Wellness that Works.”
This shifting away from dieting and negative body image is long coming and definitely welcomed by the public. However, this trend’s concurrent focus on “wellness” is a little concerning. Wellness has become a key word to indicate a commercialized idea of health that hinges on little more than trend value. Although think! hasn’t taken a stance on wellness, I’d hope the company’s rebrand was for more than just fitting in with a new wave of products. In the future, it’ll be interesting to see if think! puts out any body-positive advertising or does anything else that would make their new name come off as more than just a marketing tactic.
