Kellogg’s is bringing back Hydrox cookies, at least temporarily. Did anyone really miss them? The cookie, introduced in 1908 and discontinued in 2003, is celebrating its 100th Anniversary. I guess Kellogg’s thought this would be a great opportunity to bring them back for some additional beatings by Oreos.

Hydrox Cookie

So why now? Was it the huge outpouring of protest ( if 1000 petition signatures and 1300 phone calls constitutes a protest)? Or, perhaps Kellogg’s saw the opportunity to generate some press – which it has. I still question the reasoning behind bringing back a brand that has failed miserably. It just seems futile. Sales numbers from 1998 really say it all — $374 million for Oreos; $16 million for Hydrox.

I am a huge fan of cookies, especially the dunkable, chocolate variety, but I was never drawn to Hydrox. I don’t think I’ve ever eaten a Hydrox and don’t think I would if offered. I certainly wouldn’t give them to my kids. Why?

The name! It just sounds artificial and chemically. Rule of thumb, if your cookie rhymes with a major brand of bleach, you might want to think about another name. They knew they had a branding issue and even changed the name to Droxies in 1999. Good try Kellogg’s, but changing the name of a product is really the kiss of death. I can’t think of one that has survived it. Can you?

Kellogg’s does a lot of things right – Cheeze-Its and anything touched by Elfin magic for example – but I wish they would just throw in the towel on the Hydrox brand for good. I don’t even like seeing them near my Oreos on the shelf.

Filed under: General Marketing, branding on Friday, August 22nd, 2008 by Koren Henderson |
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