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Speaker 1: Confectionery company R Jay's. They pulled the plug on the

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Speaker 1: old Jeffers. It's the old story, declining sales. They also

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Speaker 1: pulled them from Australian shelves in twenty twenty three. Mike Hutchinson,

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Speaker 1: of course, is marketing expert, former managing director of Sarching

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Speaker 1: SARCI and as well as Mike Morning, Good morning. What's

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Speaker 1: the value of a name just you know, from a

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Speaker 1: branding marketing point of viewer name you say, Jeffers, Is

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Speaker 1: that worth something?

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Speaker 2: Hell? Yes, I mean I would think they could better,

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Speaker 2: should pick it up in the heartbeat. I mean, it's

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Speaker 2: not just a sweet, it's a symbol and it's come

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Speaker 2: to me in all kinds of different things rather than

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Speaker 2: just as sweet. And I can't believe that they let

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Speaker 2: it go or letting it go. I mean there are

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Speaker 2: products like em and M's, which is simply you know,

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Speaker 2: candy colored candy covered chocolate, which are doing really, really well.

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Speaker 2: Why I would make a real thing of it. I

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Speaker 2: would have a special effort and create a real campaign

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Speaker 2: around the whole notion of Jeffers. The packaging is wrong.

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Speaker 2: The troubles that's owned by an Australian company now Darryl Lee,

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Speaker 2: and they were placed it down on Eis, but they

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Speaker 2: wouldn't have the sense of what jeff has mean to

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Speaker 2: New Zealand. And I think it's just crazy.

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Speaker 1: Is there too much in the market space at the moment.

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Speaker 1: In other words, it's one of those markets where you

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Speaker 1: just it's turnover, turnover, turnover, new product, new product, new product,

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Speaker 1: and therefore something traditional doesn't last.

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Speaker 2: But that's lazy, that's lazy marketing thinking I'd make something

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Speaker 2: of this. And you think you can turn a brand around,

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Speaker 2: you can turn a product around, like too he did

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Speaker 2: with beer, make it fun and Jaffa is a fun Certainly,

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Speaker 2: if you grow up in the provinces like I did,

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Speaker 2: you're rolling jeff Is down the theater.

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Speaker 1: But I just wonder if that was I saying that

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Speaker 1: someone earlier on this morning moment. I just wonder if

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Speaker 1: we're old farts who long for the kids these days

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Speaker 1: don't know what a Jeffer is not do they care? Therefore,

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Speaker 1: if you and I aren't buying them, which I assuming

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Speaker 1: we're not, or maybe we are, I don't know, But

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Speaker 1: if we're not buying them, then the new generation has

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Speaker 1: moved on, haven't they.

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Speaker 2: Well, they possibly have, but they've gone to EM and M's,

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Speaker 2: which are an international product and inferior. I would still

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Speaker 2: stick with with Jeff. I spent part of my childhood memory,

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Speaker 2: so I've gone it. Quite fond of Jason going past

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Speaker 2: the factory in Licorus, all sorts of Jaffers, We're all

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Speaker 2: part of a liquid shot about growing up. I love

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Speaker 2: that I'd make something of it. There's some account in

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Speaker 2: Australia has pulled upin not a marketer.

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Speaker 1: Okay, so you could take a product, go to them

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Speaker 1: and say, look, here's how I would do it, and

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Speaker 1: you would be confident of being able to achieve some

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Speaker 1: sort of success.

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Speaker 2: Absolutely, and I'd make it fun, turn it and not

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Speaker 2: just as a not just as a sweet, but as

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Speaker 2: an icon and make it a brand that means something.

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Speaker 2: Red Bull have done it. I mean that there are

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Speaker 2: lots of people have done things like this. I'd pick

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Speaker 2: it up and run with it.

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Speaker 1: Good on your mind, let's talk do you appreciate it?

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Speaker 1: Mike Hutchinson, marketing expert form the STRATESUS and Status.

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Speaker 2: For more from the Mic Asking Breakfast, listen live to

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Speaker 2: news talks.

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Speaker 1: It'd be from six am weekdays, or follow the podcast

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