Many products that have been successfully consumed for decades experience severe peaks and valleys during their life cycle. Sometimes we notice the rise and fall of the products, most of the time, however, we simply do not realize this coincidence. These items seem to quietly slip in and out of fashion based on consumer tastes and competitive market conditions. Usually this doesn’t happen by accident, but rather as the result of a planned marketing strategy designed to continually reintroduce brands to new generations of consumers.

Consider the wonderful success Walt Disney achieved in attracting successive generations of children. Mickey Mouse, initially incarnated as Steamboat Willie, has been enjoyed by children around the world for 80 years. As each generation of children matures, usually after seven to nine years, the next group is always becoming a new class of small consumers of these cartoons.

In 1932, the Disney Company released the classic animated film, Snow White and the Seven Dwarfs. The film was a huge commercial and critically acclaimed success at the time. Disney, recognizing the ever-changing demographics of the story’s youth audience, created a franchise for Snow White. This beloved film is reintroduced into theatrical distribution every seven years. This ensures that there is continually a new audience for this wonderful fairy tale. Snow White is the most profitable individual entertainment vehicle of all time, as it is constantly represented for the next generation of children.

Disney theme parks use pretty much the same marketing strategy. Parents take their children to incredible Disney theme parks to enjoy the realistic cartoon characters, themed rides and displays that their little ones have experienced through television, movies and licensed toys. Parents become grandparents and the cycle repeats. The Disney Company is always introducing new attractions to keep the parks contemporary, exciting, and drive demand for the Disney experience to new generations of fans.

Fashion is another category of products that seems to cycle back to the designer names and styles of the past. Diane von Furstenberg was America’s dean of fashion in the 1970s and 1980s. Ms. Von Furstenberg’s unique “wrap dresses” were very popular and allowed her fashion house to license successful lines of perfumes, cosmetics , jewelry and lingerie. For several years, his collections seemed to lose their luster. However, a new generation of fashion-conscious young women has rediscovered the form-fitting “wrap dress” and flattering fit that these simply crafted pieces provide the female figure.

Diane von Furstenberg is enjoying a huge commercial resurgence in the first decade of the 21st century. Another former high priest of the fashion world, “The Commandatore”, Emilio Pucci is also enjoying renewed popularity. The Italian designer, famous for his brightly colored patterned fabrics, was one of the stars of Milan’s haute couture scene in the 1960s. After his death, Pucci’s atelier lost much of its luster. Sales plummeted and top boutiques and department stores dropped the line and replaced it with more contemporary designer products.

Recently, I was on a business trip to Italy and noticed that women everywhere I went were wearing clothes that appeared to have been designed by the long-deceased Emilio Pucci himself. This piqued my curiosity. I did some research and found that the Pucci brand had been bought, recapitalized, and reinvigorated with new design talents. The Pucci signature color palette has come to life in contemporary fabrics and designs and a new generation of fashion consumers are being drawn to new offerings from Maestro Pucci’s creative vision.

The “hula hoop” was one of the most successful individual products of the 1950s. Today, many young people do not know what a “hula hoop” is, what it does, or why someone might have one. And yet, when Elvis was at the peak of his popularity, almost every home had one or more “hula hoops.” Like a great fashion item, it disappeared almost as quickly as it had risen.

Recently, while working at a sporting goods industry trade show, I saw a booth that had “hula hoops” for sale. I paused on the screen and spoke to the sales manager. He cautioned that the product is now being successfully repositioned as an exercise / wellness device for weight management. Major sporting goods stores are stocking the product, and personal trainers are using it as a simple, fun, and beneficial tool to improve cardiovascular health.

The economy is currently stagnant. People look carefully at every dollar and look for products that provide the maximum benefit for the minimum cost. Times like these always see an increase in SPAM sales. This popularized, well, canned meat product, infamously consumed en masse by American soldiers during WWII, is being sold again at record levels. SPAM remains on store shelves during boom business cycles. Comics have enjoyed delivering a whole series of SPAM jokes for 70 years. However, when consumers need an inexpensive and versatile food product to fill their stomachs, SPAM always comes back to fill the void.

One of the great successes in the automotive world is the resurgence of the Mini. The Austin Mini was ubiquitous in the mid-20th century in England. Actors, athletes and even Prince Charles were proud to be seen driving their Austin Minis through London and Liverpool. However, times changed, the Mini did not evolve beyond its older, more boxy style, and the largest and most powerful sports cars became popular with celebrities. Sales of the Austin Mini collapsed and production ceased.

BMW bought the Mini brand and the rights to the product in the 1990s. The German automaker, famous for designing some of the most technologically advanced, stylish and most expensive road cars in the world, began meticulously reinventing the Mini. Brilliantly, the Company essentially decided to leave the Mini’s styling cues unchanged. The shape that was so attractive to consumers was sacrosanct. BMW redesigned the powertrain and safety features to the highest contemporary standards. The new BMW Mini was reintroduced and has quickly become one of the most popular vehicles in the world.

VolksWagon has done something similar with the reintroduction of the classic Beetle. General Motors let the long-lasting Malibu model die. Last year, Chevy redesigned and repositioned the Malibu and it is one of GM’s few big-time bestsellers. The Dodge Challenger has enjoyed similar popularity since it was relaunched using some of the design features of the previous model.

Successful merchants and entrepreneurs must work diligently to maximize product lifecycles. Tide Detergent, Jif Peanut Butter, Folgers Coffee, and McDonalds are obvious examples of brands and products that enjoy immense mass popularity through thick and thin. However, most products need to be constantly renewed and positioned based on market conditions.

Products are successful when marketing plans, sales strategies, and branding are well coordinated and properly executed. Failure in any of these areas will result in decreased sales and possibly the death of the brand. However, the disease of the product, or even death, does not necessarily mean disappearing forever, as when a human dies. There may be a resurrection for such products and brands. The potential to relaunch or regenerate sclerotic and flabby products can be achieved when strategy, management, and timing are right.