Wonders of the World chocolates, Tang powdered drink and now Bonux powdered detergent… so many mythical brands from the 80s that have disappeared from the shelves and are now trying to make a comeback.
Disappeared in 2012, the brand was absorbed for a time by a German company (Dalli) and then bought by the French SME Héritage, which navigates the marketing trend of vintage and nostalgia.
In addition to Bonux, the SME (founded by two former Procter&Gamble and Colgate employees) also owns historic brands such as O’Cedar, Minidou, Baranne, Vigor, Miror, Décap’Four, Terra.
The famous powder detergent launched in 1958 (under the name of Bonus) made generations of children dream, attracted by the famous Bonux gift that was inside the package (which was methodically destroyed as soon as it arrived at home). And Heritage intends to surf on this notoriety to transform the event.
Gift made in France
The new version of Bonux is already available on the shelves of the Leclerc store in Moisselles, in the Val d’Oise, before rolling out to other distributors.
A new version that wants to be responsible. “Pioneers in the ecological awareness of the sector, the two founders have reworked all the formulas of the products”, can be read in a press release. The composition of the detergent is thus more ecological while the gift is no longer made of plastic but of paper or cardboard and “made in France”.
Nostalgia is clearly a marketing pitch today among people in their fifties and forties. However, is it enough to reinstall a brand even updating it?
On BFMTV, Marcel Botton, deputy general manager of Nomen, brand specialists, explains that “brands that are dead are because their audience has aged, but we find these customers for those who like vintage and among the new ones who sometimes they are not”. unhappy to refer to old values. We find that in the field of fashion, the colors where there is a kind of loop that is made”.
Heritage aims to take 2-4% of the laundry detergent market. Last January, the SME claimed fifty jobs created and 20 million euros in turnover.
Source: BFM TV
