Editorial: Brands will struggle to relive past glories

campaignlive.co.uk, Friday, 14 March 2008 12:00AM

So, the Honey Monster is back, this time being deployed by Bray Leino.

He was a very successful international icon for Sugar Puffs for many years, but that was when sugary foods were allowed to appeal to children. Strip out his kid appeal and you've got an uncomfortable attempt at making him relevant to adults. We've got a renewed Flake girl, "work, rest, play" from Mars, and now this. Bringing back previously successful advertising ideas is rarely the best strategy.

This article was first published on campaignlive.co.uk

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