California Pizza Kitchen Hits 40 with a Midlife Crisis Rebrand’ [Video]

At a time when brands are increasingly accused of losing authenticity in pursuit of youth and relevancy, California Pizza Kitchen (CPK) is celebrating its 40th anniversary by leaning into that exact tension – with a campaign that’s deliberately ‘delusional.’ Partnering with creative agency Iris, CPK executed a bold, intentionally chaotic rebrand to dramatize the marketing panic that can set in when brands hit milestone birthdays.

The strategy? First deny, then embrace their age – with a provocative three-phase rollout The fake rebrand campaign rolled out across social, digital, OOH and in-store activations, culminating in ex-employee and actor Busy Philipps’ intervention today and a return to the brand’s legacy under the platform ’40 and fine with it.’

Earlier this week, CPK feigned a mid-life crisis ahead of turning 40, debuting ‘new branding’ across all digital channels. Inspired by streetwear fashion and culture to stay fresh with today’s consumers, the holistic but …