Comeback brands: new owner to revive Beecham names

As the ad industry bemoans the disappearance of brand loyalty, one or more agencies will get the chance to revive well-known, but neglected brands–Brylcreem, Aqua Velva and Lectric Shave. And, in a time when many marketers revert to bygone campaigns, those shops might find themselves resurrecting those brands’ legendary ad slogans to drive the relaunch.
“There’s a franchise there that even neglect couldn’t (destroy),” said Dominick LaRosa, president/ceo of J.B. Williams Co., a division of Beecham Products that was recently sold to Brynwood Partners, an investment group.