Which brands do consumers want to be revived?
Cadbury is bringing back the Wispa chocolate bar following a growing campaign on social networking websites, but which brand will be next to make a comeback? Here you can see a short video on which brands consumers miss and would like to see resurrected.
Wispa was discontinued in 2003 but is set to make a comeback next month after thousands of consumers lobbied Cadbury on MySpace and Facebook, which spawned a 14,000 strong Bring Back Wispa group, writes Nikki Sandison. Wispa, which was first launched in 1981, is set to return on October 7 when Cadbury will reintroduce 23m bars to the UK market. The chocolate bar will be reintroduced for an unspecified limited period but it could make an indefinite return if it proves to be a hit with chocolate lovers.
The user-generated campaigns also included a Bebo group called We Like Wispa and a YouTube video of the brand's TV ads, featuring Victoria Wood, Julie Walters and Windsor Davies, under its strapline, "bite it and believe it".
Wispa was withdrawn from UK sale in 2003 following declining sales and production problems but the brand launched a number of spin off and limited edition flavours in its 22-year history including the caramel-filled Wispa Gold, cappuccino-flavoured Wispaccino, caramel and biscuit Wispa Bite and the popular Wispa Mint.
Another brand being resurrected this year is Hammer Horror, which was bought by Dutch media tycoon and 'Big Brother' creator John de Mol and his production company Cyrte Investments in May. The Hammer Horror Group, famous for producing 'The Curse of the Werewolf', 'Dracula' and 'The Brides of Dracula' is set to be revolutionised for the digital era after a 30 year break from the Hollywood box office.
Rather than resurrecting old brands some companies have chosen to revive popular characters from ad campaigns, including Sugar Puffs' Honey Monster and the Cadbury's Flake girl. In March food marketer Big Bear brought back the Honey Monster, which hadn't been on packs of Sugar Puffs for two years, in a move to distance the cereal from negative connotations around sugar. The promotion included a series of experiential events nationwide at which families could meet the Honey Monster.
At the beginning of the year Publicis resurrected the Cadbury's Flake girl with an ad featuring Australian red head Alyssa Sutherland eating a flake in a convertible car as she gets soaked in the rain. The backwards spot shows raindrops falling upwards and water droplets running backwards across the actress's skin as she munches chocolate and flakes fall upwards into her mouth.
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