Author: John Keim at Site: ESPN.com
Long before Mark Clouse took control of a Washington Commanders rebrand as team president by combining their burgundy and gold to restore an iconic look, he sought to combine two other elements — chocolate and peanut butter — to energize another popular brand: Oreo cookies. And, just like that, the Reese’s Oreo cookie was born in 2014.
In many ways these tastings — and knowing the value of maintaining a brand’s appeal — helped Clouse when he was named the Commanders’ president in 2025 and led a uniform rebrand this spring. “If you’re changing or evolving brands, there’s rules of the road: You never want to change too much at the same time, you always want to preserve core equities,” Clouse said.
For Oreo, that meant pairing the cookie with other recognizable brands and preserving the rituals consumers associated with it. For the Commanders, it means reconnecting with elements of the franchise’s past while establishing a clearer identity for the future.
A lot of genius in how Clouse is doing this rebrand. I’ll always recognize the Oreo blue. Now, we’ll recognize one Washington burgundy, not the five different shades it was previously using.
As a snack connoisseur, I respect this man’s commitment to his work, which I’m sure he brought to the creation of the branding and kick-butt uniform design.
The dude put on ten pounds when he got the Oreo gig as the master flavor decider. He had to taste 30-50 Oreo flavors and whittle them down! No telling how much effort went into this rebrand. He’s committed to the gig.
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