Tuesday, June 27, 2017

Bringing Back the Oldies

A few weeks ago word was out that Post would be re-introducing a notable cereal that was discontinued over a decade ago. Oreo O's cereal was a novel branding coup when it first came out in 1998, and had many fans. Unfortunately, enthusiasm waned, and eventually the famous cookie inspired cereal was pulled from the market. Now that the Oreo brand has gone into hyper-mode with virtually every flavor combination possible in cookies, Post saw this as a great time to bring it back in its cereal form. Cereal and Oreo fans have been ecstatic.

The real story, however, is not just the return of this particular cereal, but about the comeback of nostalgic cereals. This is the not the first time for such a revival. General Mills did it not too long ago with French Toast Crunch, and a short-term resurrection of two almost forgotten monster cereals. Also coming soon, is Post Honey Maid S'mores cereal (a Honey Maid cereal was also first introduced about 10 years ago, before disappearing).

The point in all this is that for cereal companies looking for growth opportunities, bringing back nostalgic cereals could be one effective strategy. Most of us grew up with certain memorable cereals on our kitchen tables, and nothing would generate an emotional response like getting an opportunity to try again one a cereal like Freakies, OK's, Pink Panther Flakes, etc. (Another approach that companies have used is to simply provide vintage packaging on existing cereals to tap into our memories of the past).

Sure, the reality of reintroduced cereals might not live up to our memories of them, but, it would certainly generate some significant short-term sales, and perhaps one or two of these oldies could become a hit again. At minimum, this would generate some interest in cereal again at time when people seem to be pulling away.

What cereal would you like to see return?

2 comments:

Debbie Gilbert said...

OMG, FREAKIES! I can still remember their distinctive taste. But if the company is going to bring back Freakies, they have to do it right –- with the groovy cereal-box art that tells the story of each Freaky character, and a free plastic figurine of one of them in each box (collect them all!) But they would never do that, because it would cost too much, and kids today won't care about it.

Paul Simms said...

powdered dinky donuts.