Playgroup | Helping brands build genuine brand equity

Walkers today announced that they are to go retro and bring back Monster Munch as they were in the 70's - the original flavours/size snack and the classic character packets. I understand the marketing ploy behind this but will it contribute to sales in the long-term? Will it mean anything to those who were not around when this classic playground snack was first launched, surely these packs will only appeal to people born in the 70's and 80's? Are you going to want to sit on your lunch break munching like a monster?

http://www.talkingretail.com/products/10590/Walkers-brings-back-original-M.ehtml

This really got me thinking about the evolution of a brand and how sometimes things can develop so much that the core values are forgotten. Everyone likes a brand that they can really feel a part of. Nostalgia is a great way of bringing that brand back to the minds eye of the consumer, making the consumer believe that they are buying away the years (bringing back the old memories). Mars recently bought back 'Opal Fruits' (for a limited time only!!) which is better known these days as 'Starburst' I wonder whether this had its desired affect? Maynards fruit gums rolled out there classic ad - with the instilling 

'JUICE LOOSE ABOOT THIS HOOSE' tune 

http://www.talkingretail.com/blogs/9357/Maynards-juice-loose-advert-wa.ehtml

I am personally awaiting the day that Kellogg's start to give away spokey dokies in the packets again - now that I am sure would further increase sales - to all ages!

Posted by Vince on 19 Sep 08, at 4:44 pm

• Comment on this post
• Recycle this post