Resuscitating Comatose Brands

Kudos to Karlene Lukovitz for her autopsy-esque article on reviving left-for-dead brands. Click here or below to read the interesting article...

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Comments

[FF]

Reformulating brands which have not been successful (Marlboro first launched as a women's cigarette - see http://americanhistory.si.edu/archives/d7198.htm) are seemingly easy. It is moving the brand which has had success, and therefore an imprint on society, which is more difficult. Again, in cigarettes, the push to rebrand Camel from a heavy smoker's brand, focusing on no filter, to one which suggestively may have targeted younger adults and teenagers, brought this old brand back from the dead. However, the brand had significant resources and push from the mfg. in sponsorships, advertisements, product placement, etc., to succeed in its efforts. It was also a bit without risk, as there was no place to go but up in the targeted demographic.

The key, as always, is delivering on the promised performance, and having the right level of support behind it to ensure consumers are aware of it. Perhaps you may have a list of brands at risk?

[Karim]

Man, who wants to eat a biscuit called 'Hydrox'. Sounds like you should be cleaning your toilet with it!

[kitlat]

I remember Hydrox. I think one thing they almost had going for them is that they were more affordable than Oreo's were and tasted about as good.