It’s only a matter of time before the big CPG companies look to resurrect their old classics. And they’re doing it – remember Brim, Salon Selectives, Underroos? There’s a movement underway to bring these brands back to life because of their powerful recall. Kellogg’s has announced that they’re bringing back the “beloved” Hyrdox cookie.
Which makes me really wonder something.
Does recall still make the brand? We marketers have always touted brand recall as a signal of its success. I’m just not sure that does it anymore.
First of all, it’s the quality of the product that ultimately determines whether it has a long or short lifespan. If Brim has a great jingle but tastes like crap, it’s destined for the dustbin. Reason #1 why I don’t think recall is enough.
This all sounds to me like big companies are finally feeling the pinch of traditional, big bucks marketing and rather than spending the time, money, and effort to innovate something truly powerfully great, they’re riding on the coattails of nostalgia in hopes that it will bring them around. (I wonder if Seth agrees with me – I doubt he thinks that Hydrox revisited is a Purple Cow, if a Cow at all).
What do you think? Would the reprise of your favorite Quisp cereal make you rush to the store, or just make you think “hey look, Quisp!” and go on your merry way?
I totally agree, it does seem that big brand marketing has been dumbed down, are we short of creative talent or have agencies just run out of ideas!! Is this a result of a change in design skills, has computer design lost the personal touch of a skilled artist, perhaps this is another symptom of the issue?
I totally agree, it does seem that big brand marketing has been dumbed down, are we short of creative talent or have agencies just run out of ideas!! Is this a result of a change in design skills, has computer design lost the personal touch of a skilled artist, perhaps this is another symptom of the issue?