Reviving Schmackos's 30-year-old jingle and characters instead of replacing them lifted annual sales 21% and volume market share 19%.

Schmackos, an Australian dog food brand, reversed a five-year sales decline by reinvigorating a 30-year-old campaign platform rather than replacing it. It brought back Roger the dog, Dorothy his owner and the iconic jingle with revamped characters and a consistent story structure. Annual sales rose 21%, volume market share grew 19% and reliance on promotions fell.

Source

The WARC Guide to brand assets in a hybrid world (2022)

WARC (eds. David Tiltman, Lena Roland, Catherine Driscoll); contributors incl. Jenni Romaniuk & Brooke Klement (Ehrenberg-Bass), Nick Liddell (Baron Sauvage), Adrienne Little (And Rising), David Taylor (the brandgym), David Courtier-Dutton (SoundOut), Panos Dimitropoulos (Kantar), Rachel Barton (Design Bridge), Morten Grubak (Virtue), Elisa Harca (Red Ant Asia)

p. 13; The WARC Guide to brand assets in a hybrid world

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