DO YOU REMEMBER THESE EPIC BRAND COMEBACKS ON DIGITAL MEDIA?
No matter how popular a brand may be, it can still take a major decline depending on what the trends of the hour are and other environmental factors. While some brands become nothing but a distant memory, others come back to life and prove they’re stronger than ever. Different brands have used digital media to their advantage over the years to help make comebacks so epic, we’re still talking about them.
In 2009, the affordable fast food pizza chain was doing horribly among consumers. Sales were dwindling largely in part to a video released on YouTube in 2009 by two Domino’s Pizza employees doing filthy things while making pizza behind the counter. Instead of succumbing to its horrible reputation, the Domino’s marketing team brilliantly developed a campaign that would completely reinvent Domino’s Pizza.
Domino’s’ new ad campaign focused mainly on Twitter, and used third party endorsements to help spread their new brand’s message which could be seen on their new social micro-site, PizzaTurnaround.com. They switched up their ingredients and spices, giving their product a whole new taste. The pizza chain even adopted the hastag, #newpizza; even further enforcing the idea that it’s new, different, and exciting. Even today, Domino’s has maintained their strong social media presence, and even developed an ordering app simply using emojis.
Believe it or not, Old Spice has been around since the mid 1930s. Perhaps it was the fact that since the company was old, many associated it with being old -but whatever the reason, it failed to speak to a young male audience. Old Spice commercials seemed to miss the mark for years, and the company never really hit it off the ground as a hip, relatable brand. That all changed when Old Spice was picked up by ad agency Widen + Kennedy, and became a digital phenomenon. The Old Spice character quickly became popular, and helped put Old Spice into the hands of hip, young males. The commercials were so fun, that people were posting them left and right, giving them a social media presence they never had before.
While the Twinkie is considered to be an iconic dessert treat in its own right; it proved to grow stale as the world transitioned into the early 2000s (despite the sweet treat’s questionably long shelf life). In 2012, the Hostess brand announced that they were discontinuing the Twinkie and were filing for bankruptcy. However, nearly a year later, the Hostess brand was bought by new owners who cleverly capitalized on the public’s outrage of the dying product. The Twinkie was making an epic comeback, and people ate it right up. While the “comeback” idea was rather simple, it proved to be exactly what Hostess needed.
In the ‘70s and ‘80s, Keds were one of the most popular tennis shoes around. They were simple, comfortable, and liked by many. However, as the ‘90s brought Sketchers, AirWalks and Nike into the spotlight, Keds took a backseat. In the mid-2000s, when digital marketing was proving to be more than just a trend, Keds decided to make an epic comeback by giving customers the opportunity to customize their own Keds. Shortly after, Taylor Swift collaborated with the shoe company, and released her own line of Keds in 2012 — proving once again that everything Taylor Swift touches turns into bubble-gum pop teenage gold.