Reviving old communist era brands

Poles value those brands, which in communist times represented luxurious and hard to get products. However, promoting a product, whose only advantage is that it was known in a different era, can end in failure. The producer of Zbyszko beverages knows this well. Few years ago they re-launched Polocokta which was a substitute for Coca-Cola, but the product was a flop. Now the company is planning to modernize the logo and the label. According to Jacek Sadowski from Demo Effective Launching, the company responsible for introducing new brands onto the market, even the strongest brands have to be constantly improved and modernized. Nestle changed the logo of Winiary last year, Wólczanka and Vistula are promoting themselves as brands that are associated with stylish collections and good quality fabrics. Sadowski also stresses the importance of advertising even when a brand has a very strong market position.(Rzeczpospolita, p B1) M.M.