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Confectionary companies chew over the past

Posted in Advertising, Marketing, Branwell Johnson, Latest reporters' blogs May 21st, 2008 by Branwell Johnson

Another week, another revival of an old snack bar brand redolent of that most over-sentimentalised of decades, the 80s – in this case Drifter - and another illustration of the paucity of ideas circulating among confectionary companies.

The last story concerned the possible revival of the Marathon name to replace Snickers. I’m sure Mr T would think that idea nuts as so much money has been invested in recent campaigns to raise the Snickers brand awareness.

Before that there was Wispa and the apparent Facebook phenomenon that called for the return of the product.  But has anyone called for the Drifter to be back on the shelves – it was only axed last year - or the Marathon rebrand?

These revivals are often initially touted as “limited editions” when they first materialise but a full blown permanent presence obviously beckons if they do sell. The list of possible chocolate bar brands that have melted away over past years that could candidates for revival is endless. Would the Cabana bar sell? Is Bandit still out there? And it’s not just chocolate – the Opal Fruits name is also set for a return.

Why do the confectionary companies think people will buy these brands? The names mean nothing to youngsters and hasn’t the 80s generation had it drummed into them that they must eat healthy cereal bars and five a day portions of fruit and veg? Or been told by marketers that if they do crave a chocolate fix that they should trade up to organic premium chocolate with Fairtrade marks?

I’m afraid I don’t get it – but one thing I do know – if we have the hot summer as we all wish for then chocolate sales will fall, whether a revived brand or not.

To read the related news story visit mad.co.uk