Remember Hydrox cookies? Kellogg’s is betting that a lot of people do… and they’re about to put some money on that bet by bringing these dunkers out for an encore.
Reserve Brands is doing the same with Eagle Snacks (once owned by Anheuser-Busch, and named for the eagle in the A-B logo).
You’ll be able to wash it all down with another famous reprise: Schlitz Beer.
In an age when branding has become a very expensive proposition, some companies are eager to revive existing brands that are not so much dead as they are “comatose.” Aging boomers are often the target, as these icons conjure images of happiness and youth.
Implications: Does your company have a brand that could be dusted off for future use? Or, if your competitor has such a famous name waiting in the wings, how would you defend against a revival? Are there attributes within your existing products which have roots in a more heritage name plate… and if so, how could you exploit that bygone fame?
Mike Anderson
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