Old Brands, New Life: How Nostalgia Is Fueling a Surprising Business Trend
It’s difficult to make a new product work. New product launches fail in a hurry some estimates put it at a nearly 90% failure rate that doesn’t survive a year. As a reaction, companies are experimenting with new approaches. One unexpected phenomenon is looking to the past: reviving abandoned brands. The vintage names are returning to store shelves, but this is more than a trip down memory lane.
It’s a business strategy. Businesses now leverage established brand familiarity to avoid the expensive exercise of creating a brand. A recognized name creates instant consumer demand, avoiding some of the risks experienced by new products. Brands attempt to re-target former consumers and appeal to younger consumers interested in everything retro.
Nevertheless, brand revivals are not easy. Experts cite singular challenges of pleasing longtime loyalists, revamping for younger generations, and dealing with past product blunders. In spite of the challenges, companies believe there is worth in giving new life to old names, and this trend is revamping the marketplace.
Slice Soda
PepsiCo discontinued Slice two decades ago. In January, Suja Life brought it back. Known for making juices and wellness shots, Suja positioned Slice as a “better-for-you” sparkling drink. Using the old brand helped them skip the brand-building process, which would have taken significant time and money.
Jamie Berle of Suja’s marketing department described the attraction: buying a strong name like Slice enabled them to “hit the gas” without investing decades building awareness. Almost half of adults between the ages of 35 and 44 recalled Slice from their childhood, making them a prime target. But even Gen Z is increasingly displaying enthusiasm for retro brands.
The new Slice recipe is a reflection of wellness today. It contains prebiotics, probiotics, no artificial flavor or high-fructose corn syrup and only 5 grams of sugar per serving. Initial flavors are Orange and Lemon Lime, with additional flavors to be announced.
Jolt Cola
Jolt Cola, the infamous caffeine-laden formula made popular in the ’80s and ’90s, is back. Redcon1, a business well recognized for energy drinks, now has the license. Now that the energy drink industry is thriving, Jolt repositions itself to play in that sector.
Redcon1 made a major reformulation. The amount of caffeine has increased more than two times. Sugar was replaced with sucralose, and there are additional nootropics to assist with focus. B vitamins and a metabolizer are added to satisfy today’s consumers.
The size of the can increased from 12 to 16 ounces. Jolt’s original owner went bankrupt and attempted a failed relaunch in 2017, but new opportunity is seen by Redcon1. Marketing director Ryan Monahan cites nostalgia and Gen Z’s enthusiasm for reviving classic brands as forces behind this latest revival.
Odwalla Smoothies and Juices
Odwalla, which was previously in Coca-Cola’s portfolio, was dropped in 2020. Today, it’s back with Jumex, a Mexican drinks company. Acquiring Odwalla aided Jumex’s expansion in the U.S. market. Consumers thought the brand never left existence evidence of its enduring familiarity.
Started in the 1980s by jazz musicians peddling orange juice from a van, Odwalla grew to be a broad line of smoothies, juices, and even energy bars. Jumex U.S. marketing head Ariela Nerubay emphasized the significance of Odwalla’s heritage to create the ready-to-drink smoothie category. Jumex wants to entirely adopt this heritage in the relaunch.
They’ve reformulated recipes to meet contemporary health requirements, with only actual fruit and no added vitamins. CEO Carlos Madrazo owns up to the fact it’s a competitive market, but the staff are dedicated to bringing Odwalla back “one step at a time.”
Hydrox Cookies
There are some entrepreneurs who are experts in reviving dead brands. Ellia Kassoff, CEO of Leaf Brands, has revived several of them, including Hydrox cookies a onetime favorite competitor to Oreos. Less sweet and crisper than Oreos, Hydrox is attractive to a niche but devoted constituency.
Authenticity is key, Kassoff stresses. The reconstituted Hydrox hews very closely to the 1960s version, with cane sugar and vanilla. As he puts it, “If the consumer is enthusiastic and buys it but says ‘This is not what I remember,’ you don’t have a customer anymore.”
Renewing these products involves a lengthy process. Kassoff’s team seeks the advice of past employees in order to retrieve old recipes and find equipment used for genuine production. The original taste is a priority in regaining fans.
Buell Motorcycles
Brand reincarnations don’t stop at food and beverage. Buell Motorcycles, which were previously affiliated with Harley-Davidson, stopped production in 2009. Now under new management headed by Bill Melvin, Buell has come back as an independent producer headquartered in Michigan.
Their lineup includes high-performance bikes like the Hammerhead 1190RX, 1190SX, and a dirt bike, 1190HCR. The 1190 Super Touring and Super Cruiser models broaden their appeal. Buell once stood out for its focus on sportbikes unusual for the American market.
Melvin has put $18.5 million into the restart. He intends to expand operations and add more employees. After previous setbacks associated with the 2008 recession and Harley-Davidson restructuring, Buell is coming back as a credible challenger. Melvin wants Buell to be the third-largest U.S. motorbike brand.
Leaf’s Classic Candy Comebacks
Ellia Kassoff is not resting on Hydrox alone. His company, Leaf Brands, is bringing back a package of vintage candies: Astro Pops, Wacky Wafers, and Tart n’ Tinys to name a few. The idea is to win over the hearts (and palates) of nostalgic shoppers.
It takes years. Recipes have to be exact, and that means interviewing former employees and finding equipment that mimics old-school production techniques. One such project is Bonkers a square, fruity candy. Leaf bought the trademark seven years ago and is on the verge of reintroducing it.
The glacial pace demonstrates how much work it takes to bring these vintage candies back into stores while being faithful to their history.
Sol de Janeiro’s Cheirosa 39 Fragrance
Comebacks also happen in the beauty industry. Sol de Janeiro’s Cheirosa 39 fragrance, which previously belonged to its Coco Cabana collection, was cut, but fan interest never dissipated. Social media influencers overwhelmed the company with pleas.
During winter 2023–2024, Sol de Janeiro re-released it with a limited run. The fragrance garnered more than 11,000 monthly mentions and prompted four distinct petitions and dozens of fan accounts. Initially, the brand suspended the fragrance to concentrate on new releases but decided the demand merited its return.
Their present tactic involves testing classic favorites seasonally, and Cheirosa 39 was one of the first to enjoy this adaptive strategy.
The Pioneer Woman Collection Refresh
Even home decor is getting in on the nostalgic action. The Pioneer Woman line, designed for Walmart by Ree Drummond, is a decade old. To mark the occasion, the collection recently got a major refresh.
Drummond teased the update earlier during the year, and followers got sneak peeks of a fresh logo. The updated collection retains the country elegance that made it a bestseller but adds more sophisticated details.
New dinner plates, barware, and kitchen utensils sport bold colors such as jade green and deep blue, with traditional pastels. Pieces combine antique glass with contemporary functionality. Finishes in olive and acacia wood guarantee style and usability.
Relaunch of Swarovski Fragrance
Another product sector in waiting is fragrance. Swarovski, which makes crystal jewelry, is coming back into the perfume arena. Via an extended licensing agreement with Coty, Swarovski is returning to the world of beauty with a new fragrance line.
Swarovski last collaborated with Clarins on its Aura perfumes in 2010 and 2013 but the agreement expired in 2015. The new partnership with Coty will have perfumes roll out again in 2026.
This partnership enhances the visibility of Swarovski in the beauty category and taps into Coty’s skills to bolster its new global product line.
Clinique Chubby Stick for Eyes
Certain products haven’t come back yet. Clinique’s Chubby Stick for Eyes is one. Though it has been discontinued, the creamy pencil shadow still retains a loyal following.
Loved for its simplicity and blendability, the stick provided effortless application and wear that lasted all day. For most users, it brought back warm memories college years, morning routines in a flash, or nights out with friends. It created dramatic looks without requiring sophisticated techniques.
Demand reveals an even greater emotional attachment, indicating potential for future comeback.
Maybelline Baby Lips
Maybelline’s Baby Lips lip balm is another highly sought-after return. Its playful, colorful packaging that existed in every high school locker made it a favorite. Sleek tubes and bright flavors particularly the Pink Punch flavor were eye-catching.
The balm did not disappoint in its ability to provide soft, moisturized lips. To many, it was a little but significant part of their regimen. The nostalgia attached to this product maintains current demand.
Returning to it would engage powerful emotional associations of the past, yet provide contemporary consumers with something basic yet effective.
