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Ditch and re-launch products for marketing success

Many well establishing companies are banking on the ditch and re-launch marketing strategy to re-ignite the public’s interest in their products.

The ditch and re-launch strategy  – a large company takes one of its well-known but less popular products, changes something about it, waits for a public outcry and re-launches the old product to increased sales.

Some reports have suggested that is exactly what Cabury’s is doing with its Flake chocolate bar.

The Birmingham based chocolate company has ditched its 50-year-old "Only the crumbliest, flakiest chocolate" strapline and employed the new slogan "Flake girl" in its adverts, which feature Joss Stone sensually nibbling of the chocolate snack.

But how long will this new approach last for?

Cadbury's is a past master at the ditch and re-launch marketing technique. It famously pensioned off the sexy Caramel bunny before reviving her last year with the slogan "Still got it" to notable success.

The chocolate company also buried the Wispa in 2003 but re-launched it after Glastonbury fans wearing the banner “Bring Back The Wispa” stormed the stage while Iggy Pop was performing. 93 Facebook groups had been set up supporting this campaign.

Heinz and Nestlé have also had successes using this strategy.

When Heinz announced plans to scrap its Salad Cream there was a public outcry and it bowed to popular pressure.

Similarly when Nestle changed to the name of Coco Pops to Chocco Crispies it curdled the blood of many cereal fans – so the company held a vote campaign and subsequently changed the name of the cereal back to its original title.

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