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RAID THE ARCHIVE FOR CLASSICS
Recycling is a great use of resources, and that includes ideas. Not everything works, of course. Some products fell out of favour because they weren’t good enough the first time around. Some of our favourite childhood soft drinks will never be seen again because their sweeteners were banned as a health hazard. If your company does have a history, it’s worth searching through the old files and storage boxes for ideas. In a 1950s magazine, I spotted an advertisement from the for the shampoo Pantene Pro-V. At the time, it was marketed as an anti-baldness vitamin shampoo for men. Obviously the ASA would never allow Pantene to claim that it can cure male-pattern baldness these days, so after a lapse of several decades the brand was reinvented as a vitamin shampoo for healthier hair. The brand name still had value because it was a successful product in many people’s memories.
The idea Perhaps the best known reinvented UK brand is Tango, Britvic’s range of canned fizzy drinks. Tango was first brought out in 1950 by Corona, who were bought by the Beecham group in 1958. Beecham’s sold their fizzy drinks to Britvic almost three decades later, by which time Tango, the orange flavour in a range of drinks, was pretty much forgotten.
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