| In the U.S., the renaissance of Abercrombie & Fitch offers proof that venerable brands can be revitalized through canny marketing. The key: making them relevant to contemporary consumers while retaining the sense of tradition that many find comforting in these mile-a-minute times.
Some classic brands are accomplishing this by weaving well-loved icons and taglines such as Tony the Tiger and “See the USA in your Chevrolet” into innovative ad campaigns. Others are jazzing up their time-honored acts by co-branding with hot names. Examples: Doritos’ Taco Bell-flavored nacho chips and Slim Jim’s Tabasco-tinged meat snacks.
In fact, Tabasco itself is held up as a role model for those who aim to blend tradition and trend. The hot sauce’s advertising evokes its Civil War-era roots on Louisiana’s Avery Island, but its marketing also includes Tabasco neckties, Cajun cooking festivals, and an ad featuring an animated mosquito that explodes from the hot blood of his Tabasco-loving victim. |
