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Four iconic brands that reinvented themselves

Man confused in grocery store

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Keeping a brand fresh

Even well-known brands need a refresh now and then.

"What worked in connecting with your dad is exactly the opposite of what will work with you," said Mark DiMassimo, CEO of ad agency DiMassimo Goldstein (DIGO Brands). "Brands need to change because the target audience changes, and new ones need to be born every time. Success with one generation can actually make it harder to create success with a new generation."

It's easier said than done: Less than 1 in 10 companies have a successful brand reboot, according to DiMassimo.

Click ahead to see examples of companies that are trying to reinvent themselves for a new generation of shoppers.

By CNBC's Michelle Castillo
Posted 22 Dec. 2015

David Nevata | Getty Images