Out with the new and in with the old

Can you imagine walking into your local supermarket to find all your favourite, tried and tested – and trusted – brands had changed? Most of us would feel shocked, disappointed and probably bewilderment at what to buy instead. But just how far would you go to save your favourite brands from changing or vanishing off shelves completely?

New research suggests that as many as one in ten Brits have taken action to save a favourite brand from disappearing.  And these days, as consumers we really do have the power to make a difference. Public campaigns have previously seen the successful return of national favourites such as Arctic Roll and Monster Munch. Most recently, several thousand of letters from disappointed fans, the British public pleaded with Nestle to do a U-turn on their new ‘modern-look’ re-brand for Black Magic chocolates and go back to the original.

Whether it’s chocolate, beef stock or laundry detergent - what has caused our inherent loyalty to such brands? Why do we get so upset if the packaging, flavours or formulae change? And in these recessionary times, as we look for stability and security from brands we have trusted our whole lives, is the need for nostalgia more prevalent than ever?

Our video with top brand historian Robert Opie takes a retrospective look at the power of the brand throughout the century. From the roots of brand creation, to the classic TV adverts from the seventies and eighties, right through to today – where modern day campaign tools such as facebook are bringing consumer power to the forefront – giving the public a direct and immediate audience with their favourite products. There is nothing this video can’t tell us about the relationship between Brits and their brands.

For more information visit: discoverblackmagic.co.uk/club