Just looked at this video about the revival of some old brands in the US – such as Astro Pops, Boast logo shirts, National Premium beer, and the Seafood Shanty restaurant.
Is this the retro movement in the retail industry? Rather than coming up with new concepts, brand owners decide that it’s time to recycle.
Last sold in 2004, this lollipop with a reputation for being ‘the longest lasting sucker’ is making its comeback in the US.
Boast Polo Shirts
The Polo shirt brand was first established by a tennis pro in 1973 and has now been revived with updated cuts and colours.
National Premium Beer
Last sold in 1996, Tim Miller, whose family sold a string of service stations 10 years ago, has decided to re-introduce this once famous beer brand.
Seafood Shanty (Sadly I can’t find the website for this one)
The chain of restaurants known for their seafood dishes closed in 1996.
Now it’s set for a come-back.
I guess the big challenge all these brands will face is to adapt their products and services to the current market demands, to inspire those not familiar with the brands from the past and to excite those who remember them. It’s a great project, I think, and one where brand strategists, designers and marketeers can be really creative in coming up with innovative brand messaging and advertising.
Linking the old with the new, innovating and reviving are such important factors in brand management, it will be interesting to see how these brands will master the challenges of re-entering the high street and the minds of the consumers.
Actually, I am curious which British brands may follow this trend and give it another go… I can only think of Woolworths‘ online shop right now, not seen Adams anywhere yet!