I agree with the opening line in ‘Bring Back a Brand’: the future is terrifying and the past does have a certain rosy countenance.
But your campaign rings alarm bells, partly because I’m too young to remember any but also because if “dead, dying or dormant” brands are to do anything, it shouldn’t be a bring back but a comeback.
‘Bring backs’ like Wispa or Arctic Rolls work, but not for long, because relying solely on pushing shoppers’ ‘heyday’ buttons runs the risk of two things: one-off purchase and the realisation that memory can be better than the reality.
Successful comebacks by Crabtree & Evelyn, Grossmith, even Mariah Carey have not just banked on their previous existence. They have ensured they are relevant and remastered.
At best, bring backs are middle-aged fantasy marketing - lazy limited-editions. I implore voters: choose a comeback, not a bring back.
Ben Branson, senior planner, Holmes & Marchant