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Honey, I killed the icon.
It takes a brave marketer to scrap a beloved brand icon. Larissa Bannister talks to clients and their agencies about the challenge of moving on.
Nestle's decision to kill off its 47-year-old 'Have a break ...' Kit Kat slogan is the latest in a line of high-profile advertising fatalities - and more may be on the cards, with Scottish Widows reviewing its creative account out of Citigate Albert Frank, the agency that created the eponymous character 20 years ago.
The problem for creatives and marketers is that the ditched brand icons have a tendency to linger in the public's memory. Gold Blend has never quite matched its love story campaign of the 80s, and ...
- Barclaycard loses out to PG Tips chimps in top ad characters poll....
- Magazine article from: Marketing Week April 10, 2003 700+ words
The PG Tips chimps, axed last year by Unilever Bestfoods, have topped...Oxo family, Howard Brown from the Halifax ads and the Tetley Tea folk. Both the tea folk and the PG Tips chimps were axed last year In favour of more modern advertising...
- PG Tips chimps top ad list.(News)
- Newspaper article from: The Mirror (London, England) April 10, 2003 700+ words
...GRAHAM HISCOTT THE playful PG Tips chimps are our favourite...despite being axed last year. PG Tips said they were "delighted...be staying. THE 10 BEST PG Tips chimps - 19% Rowan Atkinson...Halifax) - 6% Tetley Tea folk - 6% Milky Bar Kid - 5...
- Tea Folk still the outcasts.(Promotions--Products--Packs)(Brief Article)
- Magazine article from: Grocer May 22, 2004 700+ words
...comeback for its iconic Tea Folk advertising characters...from the current ads. The Tea Folk will remain on sabbatical...beverage brands--Nescafe, PG Tips and Typhoo all experienced...would be surprised if the Tea Folk ever returned.
- PG TIPS-TOP; Chimps head list of favourite ads.(News)
- Newspaper article from: The Mirror (London, England) April 10, 2003 700+ words
...GRAHAM HISCOTT THE playful PG Tips chimps are our favourite...Bestfoods UK, makers of PG Tips, said: "We're delighted...be staying. THE10 BEST 1 PG Tips chimps - 19% 2 Rowan Atkinson...Halifax) - 6% 6 Tetley Tea folk - 6% 7 Milky Bar Kid...
- PG Tips chimps face axe as Unilever plans brand revamp.
- Magazine article from: Marketing Week Charles, Gemma December 6, 2001 700+ words
...planning a radical relaunch of its PG Tips tea brand next year. It is understood...bid to modernise the brand. The PG Tips ads -- which are created by BMP...decision to consider ditching the Tetley Tea Folk. They have featured in the brand...
- Tea Folk being shelved as Tetley tackles flagging sales of sector: `we feel...
- Magazine article from: Grocer Mowbray, Simon January 26, 2002 700+ words
...for Tetley GB, said the Tea Folk were taking an "open...static for too long." The Tea Folk, who first appeared 28...monkey business for the PG Tips chimps after 45 years on...It is sad to see the Tea Folk go but we all have to move...
- Tetley Tea Folk missed.
- Newspaper article from: The Daily Mail (London, England) July 24, 2002 700+ words
...months after Tetley axed its Tea Folk adverts sales have slumped...for sales to rival brands PG Tips and Typhoo. But data from...decision to axe its iconic Tea Folk appears to have backfired...by volume puts it ahead of PG Tips.
- PG TIPS: Taste for nostalgia.
- Magazine article from: Marketing Week December 11, 2008 700+ words
Will the return of Al and Monkey for PG Tips' Christmas campaign fail to boost sales...brand itself? asks Archana Venkatraman PG Tips will mix festive cheer with classic British...PR attention and "talkability" around PG Tips, but analysts doubt whether it will fuel...