Marketers reach way back to discover 'new' brands

Old school brands help marketers' budgets; Microsoft takes on Apple with new ads; trans fat gets a bad rap in Massachusetts; and more

In tough economic times, marketers - like their customers - are looking to reuse resources. A report in The New York Times today says companies, particularly in the packaged goods market, are looking to revive old brand names that consumers are already familar with, partly in an effort to save costs.

Scott Lazar, chief executive of Reserve Brands in Chicago, which is reintroducing the Eagle snack brand, told The Times that 6 in 10 adults remember the Eagle brand.

“It would take $300 million to $500 million to recreate that brand awareness today,” he said to the paper.

Other brand comebacks include the cookie Hydrox from Kellogg.

Favorite brands, though, are not being forgotten. Marketers are also more likely to put their dollars into good performers in order to keep the items fresh at a time when competition for the consumer's wallet is tight, The Times' report notes.


Microsoft is hoping funnyman Jerry Seinfeld and a new ad campaign will aid its "cool" factor.

A "reimaging program" along with marketing of both high- and low-items at Burger King appears to be attracting customers and boosting sales.

Anti-trans fat push is heating up in Massachusetts; the ingredient is already banned from Boston and Cambridge restaurants.

Presidential candidates release a round of economic-targeted ads on the eve of the parties' conventions.

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