Some brands come and go while others have lasted through years of war and economic hardship. Circuit City, Woolworths and New Coke are likely gone for good — but there are some brands that appeared to be on their way out and then resurrected themselves back to the top of the game. These brands have undergone an entire restructuring of advertising campaigns and business models. Whether they have bounced back by a parent company, new owners or new advertising agencies, these brands have made a successful comeback so far.
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LEGO
LEGO was the leading toy manufacturing company for many years, dating back to 1932. After 2002, though, sales dropped 40 percent in just two years. In addition to the growing popularity of electronic toys and games, The LEGO Group racked up nearly $1 billion in debt and came close to bankruptcy. Yahoo Finance reported that after cutting the workforce by 1,000, reducing the production of pieces from 13,000 to 6,000 and a sudden increase in sales following the recession, LEGO net sales went up by 25 percent in 2011 to become the fourth-largest toy manufacturer in the world. Many children in Utah are enjoying the brand’s latest comeback move, The Lego Movie. For LEGO, everything truly is awesome.
Image: Wikipedia.org
Old Spice
Many young people in Utah might not realize it, but Old Spice is a classic American brand that started in 1938. It gained popularity in the 70s, but by the 90s the brand was largely associated with their target customer base. In 2000, Old Spice (now owned by Proctor & Gamble) re-vamped itself with a strong advertising campaign. The campaign went viral — the Old Spice Man captured the hearts of young men across the nation. Old Space sales increased by 107 percent in June 2010.
Image: Wikipedia.org
Netflix
According to Forbes, Netflix is set to have a strong recovery from their near meltdown in recent years. Netflix was set to split into two different companies, online and DVD, but customer uproar halted that idea. Now Netflix has major deals with media agencies like Disney and even a few series of original content. House of Cards and Orange is the New Black have become hit franchises in Utah and across the country.
Taco Bell
Image: Wikipedia.org
The fast-food chain has had some hits to their brand image in the last few years despite the popularity among Utah college students. In 2011, a woman filed a lawsuit against Taco Bell claiming their beef was less than 50 percent real beef. The claim turned out to be false and the lawsuit was dismissed. Taco Bell has since partnered with Pepsi to create the Doritos Locos Tacos. The new taco has been a hit with consumers. Taco Bell’s most recent comeback move was through breakfast. An advertising campaign claims that even Ronald McDonald endorses the new Taco Bell waffle taco.
Way to think outside the bun, Taco Bell.
Katie Alvarez is a writer at Fusion 360 in Salt Lake City, where she writes copy and SEO marketing content for local brands and businesses.
