Monday, 23 August 2010


Robin White, the one time ad man, invented the term “advertising archaeology” by which he meant delving into the past to find a brand’s DNA. And it’s true that some of the staples of the past that are dear to the nation’s heart have been mislaid rather than forgotten or renounced.

On the come-back, for instance, are Spam and Wall’s Ice Cream.

But here are four that are about to hit the headlines – and remember you read it here first.

Soap. The real thing. A lump of cleaning foaming perfumed purity. A Knight’s Castile. A Palmolive. A Pears. A Wrights Coal Tar. Baths you see are coming back. I sometimes have both a bathe and a shower. A shower to wake me up, a bath in which to think and in a bath I need a lump of soap to play with.
Hats. Fedoras make you look like an actor or a secret agent. They also stop you getting damp around your neck when it’s drizzling. They say you can lose up to 30% of your body heat through your head in the cold because that’s where the most skin area is left uncovered. So hats are cool. Or rather vice versa.

Ties. Symbols of the fat cat, bloated plutocrat or wage slave. The first thing the genuine entrepreneur discards. The SME equivalents of a commando’s underpants. They’re slowly coming back as mood creators. A cheerful, colourful tie signals a happy person. They also set you apart from the tieless throng of fat cats, bloated plutocrats and wage slaves who are trying to stay in fashion.

Pies. In January of this year the Daily Mail noted a Nielsen statistic in this £230 million market; “Pie sales in Britain have soared to a 30-year high with an extra 17million sold over the past 12 months.” Better quality, more variety, OK (as with everything) in moderation. They are also great value and trophy sales flags of the mighty recession busting Greggs, Britain’s largest specialist retail baker with 1,400 outlets. Pies are the new sushi.
So keep an eye on quality items slipping out of fashion and wait for their bounce back. You can’t keep a good brand or product category down for long. Take Old Spice, the men’s fragrance, which thanks to the social networking campaign of Isaiah Mustafa is making a come-back.

Remember – it’s never over till the fat lady sings…talking of which look out for the return of well rounded divas…

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