Bringing Beloved Brands Back From the Dead

The death of a beloved brand can shake you to your core. The other day, after reading that Honest Tea is folding — not because of low consumer demand, but because Coca-Cola is moving in a different business direction — we felt the familiar pang of another everyday staple in our homes and memories biting the dust. It’s amazing how much brands touch our lives and symbolize everything, from moments of triumph or loss to childhood nostalgia and more. It got us thinking: If we had the power to bring back one of our favorite dearly departed brands, what would it be?

Dr. Pepper Lip Smackers?

“Nothing defined my middle-school makeup experience like Dr. Pepper Lip Smackers by Bonne Bell. I remember how it made me feel polished but not overdone when I wore it. It was the perfect hint of red lip color for my self-conscious and insecure middle-school self. The tube was unmistakable — bright red with the classic DP logo. Though I had many Lip Smackers in my arsenal (who can forget the smell of Bubble Gum?), this was always the one I reached for most. It’s wild how so many generations of people agree with this sentiment, which is why there was a public outcry when it was discontinued earlier this year. Even though the latest formulation of the product wasn’t the same, seeing it on shelves was a comfort. If I had a way to recreate the original formula, I’d bring it back in a heartbeat.”

– Hannah Jew , Group Planning Director?

Toys R Us?

“Have you been to the toy section of department stores in the last decade? There's something missing; the toys feel like an afterthought, things to peruse after getting your clothes or groceries. What's missing is that dose of excitement, that thrill of being a kid whose parents take you, intentionally, to a toy store — THE toy store — Toys R Us. Rows and rows of LEGOs and bicycles and Barbies, loomed over by a friendly giraffe. Sure, now you can order toys from any corner of the world with two-day delivery right to your doorstep, but as our generation begins to raise children of our own, we can't help but feel nostalgic for those trips to Toys R Us. Those trips that revolved around playtime and joy — not errands.”

– Arianne White , Director of Social & Community

Yahoo! Messenger

“I was in sixth grade when my parents replaced the old family computer with one that used something called an ethernet cord to connect to the Internet. That unlocked a world for my sisters and me that we’d never gotten to take part in before: the world of Yahoo! Messenger. Essentially all of my classmates already had accounts with usernames like “lil_baller95” or “lil_vballplaya11.” If only it were still around today, I’d be able to see what (inevitably super cool) username I used to send my first girlfriend messages like ‘wyd,’ ‘nmu’ and ‘ttyl.’ Facebook may like to think it owns Messenger, but may we never forget the OG. So TTFN, Yahoo! Messenger.”

– Clayton Conness , Senior Brand Strategist

Henri Bendel?

“I was 10 years old when I first visited New York City and instantly fell in love. The fashion, the energy, the endless possibilities. A memory I’ll never forget from that trip was walking into Henri Bendel for the first time and the way it made me feel (even if I couldn’t afford a single thing). Stepping into its iconic Fifth Avenue store, I instantly felt a wave of excitement and awe. For over 123 years, this department store not only introduced some of the household names in luxury fashion today but also cultivated a distinct culture in Manhattan and beyond – and getting to experience such a place was a monumental moment for me. Sadly, in 2019 they closed all 23 locations, but I will forever remember the experience I had and the pure joy I felt every time I walked through those doors.”?

– Laurie Richardson , Business Director?

Pier 1

“Was there any furniture more iconic than the papasan chair from Pier 1? I begged my mom to buy one for my dorm room as I headed off to college, confident that I was projecting a very grown up, I’ve-got-it-all-together image. (And to my credit, I wrote many final papers sitting in that chair like a throne.)? After graduation, I remember spending what felt like hours browsing the aisles of Pier One, wishing I could afford to decorate with their picture-perfect, magazine-worthy accessories. Between the seasonal decorations and the evergreen classics, shopping at Pier 1 made you feel you’d made it. Pottery Barn was too expensive, Crate and Barrel was too old — but Pier 1 was it for me. Although they’re still open online, I miss wandering through the store, looking for that perfect tabletop accessory that would summarize all of my perceived success in one succinct purchase. I will forever be a proponent of home décor shopping by wandering through a store with a coffee — clicking through a site at home just doesn’t hold the same appeal.”

— Jessy Magor , Senior Social Strategist