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If you wanna be my brand?

Posted in Marketing, Mel Varley, Latest reporters' blogs July 10th, 2007 by Melinda Varley

When the Spice Girls announced they were to do a reunion tour a couple of weeks ago all I could think was how excited I was. Mainly because, like many other girls of my age, I idolised them and aspired to be a Spice Girl myself. However, today I found myself wondering which brands would be lining up to be in the Spice rack this time around?

You don’t have to think hard as to which brands have been linked with the Spice Girls, either when they were a part of the pop group or as solo artists. Mainly because they signed up for virtually everything that offered them a few pounds. 

Everyone from Walkers, Polaroid, Kodak, Impulse Deodorant not to mention their very own film, Spiceworld.

Then came the merchandise, Spice Girls rings, pencil cases, bags…the list is endless. 

The five-some have been criticised for making a come back after such a spectacular break up, but you can’t blame them for wanting to cash in on the past and also get a chance to relive the glory days.

The one-off concert will attract huge sponsors and, yet again, I am betting that at least one mobile phone company and one drinks brand will get behind them and that alone with the ticket sales and publicity interviews will be enough to earn them back their former salaries – plus more.

But the question remains, can they still bring real value to a brand and will brand Beckham hold them back?