In the UK, several heritage food and drink names are leaning on nostalgia. Walkers added two new flavors in 2024 after 20 years without change, while Nik Naks brought back its “Tangy ’N’ Cheesy” flavor after 40 years. At the same time, Cadbury launched a salted caramel Bournville, and Bacardi Breezer refreshed its image to appeal to younger buyers.
Established brands carry years of history and customer goodwill, but heritage alone does not guarantee survival. Many once-iconic companies have vanished, while a few have returned to relevance with greater strength. The difference lies in how well they balance nostalgia with adaptation. Trust is often higher for legacy names, but freshness and novelty are usually associated with newer players. The challenge for older brands is to make their history work for them rather than hold them back.
Why Heritage Brands Struggle or Thrive During Global Shifts
Across markets, consumer habits change rapidly. New competitors often succeed by presenting novelty, speed, or affordability. This forces older brands to rethink what they stand for. Some manage to reinvent themselves, while others decline because of hesitation.
A strong case of renewal is Barbie. The 2023 Barbie film grossed approximately $1.36 billion, becoming the top-grossing film of the year and the highest-grossing movie directed solely by a woman. It sparked a 14% increase in Barbie doll sales and around $125 million in combined merchandise and film-related revenue in just one quarter. Doll category billings rose 24% year-on-year, and overall company sales climbed 9%. North American doll sales jumped by 26%. This revival translated into renewed consumer interest and financial performance for Barbie’s brand.
By contrast, Blockbuster and Nokia’s phone division remain cautionary tales of brands that clung to past models and failed to adapt to streaming or smartphones, resulting in rapid decline.
Other brands demonstrate how heritage can become strength. Levi’s remains grounded in denim heritage while staying relevant through sustainable materials, creative collaborations, and launching a resale platform. Breitling has introduced digital authenticity checks for watches, meeting collectors’ needs and building modern trust. Domino’s Pizza admitted its shortcomings, improved its recipe, and launched refresh campaigns pursuing honesty and product improvement as new brand values.
The common pattern in these stories is the willingness to reimagine products, reposition stories, and embrace change while still drawing credibility from the past.
The Ingredients of a Comeback
Brands that succeed in comebacks usually rely on a few consistent strategies. First, they reinterpret their history with a clear purpose. Heritage becomes the starting point for new storytelling. Second, they modernise product design and packaging rather than relying only on logos or slogans. Third, they connect with cultural conversations of the moment, whether that means sustainability, empowerment, or digital convenience. Fourth, they build digital visibility so consumers can find and interact with them in the same spaces as competitors. Finally, they balance affordability with aspiration, especially in price-sensitive markets.
Stanley, the century-old maker of drinkware, provides a compelling example. Its Quencher tumbler, reinterpreted via social media, influencer marketing, and expanded colors, transformed into a sought-after lifestyle product. Stanley’s annual revenue jumped from about $70 million in 2019 to $750 million in 2023, more than a tenfold increase in just a few years.
Lessons from Bangladesh’s Market Evolution
Bangladesh illustrates these dynamics on a smaller scale. In the years after independence, a handful of local brands dominated households. Cosco, a soap once standard in homes and weddings, lost visibility when packaging and marketing support dwindled. For years, it faded from sight, though its makers are now attempting a return.
Other once-famous names tell the same story. Econo pens were staples in classrooms but disappeared after decades without innovation. Rivals such as Matador gained share by offering ergonomic designs and modern packaging. Aromatic Beauty Soap also lost visibility when competitors diversified and updated their image, while it stayed static.
By contrast, some Bangladeshi companies have found ways to keep heritage alive. Square Group invested in product quality and a large portfolio, building brands like Meril and Chaka into leaders across personal care and detergent segments. Square Toiletries now markets over 20 brands and 50 products, and exports to more than 13 countries.
Kohinoor Chemical has leaned on its legacy with Tibet soap while upgrading factories and scaling distribution. It holds approximately 50% share of Bangladesh’s soap market, second only to Unilever. In 2023, Kohinoor posted a 16.5% jump in profit, highlighting the power of combining heritage with modernization.
Keya Cosmetics focused on appealing packaging, competitive pricing, and product range expansion to retain its relevance. These companies show that heritage can be a strength in Bangladesh, but only when paired with investment in modernisation.
Strategies That Work Locally
Local examples make clear that price and perception are decisive. Consumers in Bangladesh are loyal when a product combines affordability and trust, but they are quick to switch if a brand feels outdated. Packaging upgrades, consistent quality, and marketing campaigns that connect emotionally with younger buyers make a difference.
Distribution scale also matters. Kohinoor now supplies over 500,000 outlets nationwide, ensuring visibility across urban and rural areas. Square avoids flooding the market with unfinished ideas, instead releasing products only when they meet standards. Both strategies align reputation with execution.
Modernisation does not stop with packaging or distribution. Marketing campaigns play an equal role. Lux used glamorous celebrity endorsements to shape aspirations for decades. Lifebuoy linked its identity to health and safety during public health crises, embedding the brand in people’s memories. These examples illustrate how powerful storytelling can refresh a heritage product for new generations.
What Causes Decline
Failures often stem from leadership complacency. Many family-held brands peak under one generation but lose relevance under the next. Delaying investment in product development and marketing in favor of short-term savings leaves a brand vulnerable. Owners often cut costs instead of refreshing products. That is why once-beloved brands like Halal Soap vanished. Their owners resisted change, skipped rebranding, and gradually lost customers to better-marketed competitors. The pattern echoes global cautionary tales: nostalgia is rarely enough when fresh competition is just a shelf away.
Enduring Lessons
Legacy is an asset only when paired with relevance. Nostalgia may attract attention, but only consistency, modernisation, and cultural connection sustain loyalty. Whether it is a global company reinventing jeans or a local soap brand upgrading its packaging, the principle is the same. The most successful brands respect their origins but treat heritage as a foundation rather than a shield. Those who adapt can transform nostalgia into a source of growth. Those who resist change risk becoming memories, replaced on shelves and in conversations by names willing to invest in the future.
Author: Nusrat Jahan
