Don’t look back, goes the saying. Unless, of course, you happen to be an iconic brand with a notable history and an easily recognisable identity.
Wispa proved last year that you can come back from the dead to become the number one chocolate bar with enough public support, and brands such as Monster Munch have also jumped on the nostalgia bandwagon by redesigning their packs and offering on-pack promotions with merchandise that fits in with this.
However, it’s not just impulse confectionery and snack bands that can do it. Procter & Gamble has just announced that a limited edition version of its dishcare brand Fairy will be launching in February, to help celebrate the 50th Anniversary of the brand.
The limited edition bottle will be a version of the iconic white bottle that helped make Fairy easily identifiable to consumers for the first 40 years of its existence and helped a nation of youngsters finish complicated Blue Peter projects and build rockets in their back yard.
The launch will be backed with some nostalgic TV advertising as well as Fifties-style print adverts in the consumer press.
Paul Lettice, trade communications manager at P&G, said that the company were expecting the brand to see a significant spike in sales when the bottles hit the shelves early next month – and following the success of Wispa, Monster Munch and retro-themed adverts from brands such as Hovis – nobody should bet against it being a roaring success.
An online public-led campaign to help try and bring back the famous old white bottle when consumers get a glimpse of it once more? Don’t bet against it…
nick shanagher
25/01/2010
I think I saw a bottle of Fairy in use in the Only Fools and Horses prequel last night. It looked a little out of place but obviously was a design ahead of its time in 1960s Peckham.