AYDS had a 60 year custom as an appetite suppressant. Through strong brand distinctiveness and consumer support, Himmel had built 12 million in sales. During the 1970s diet candy was at an all-time high, varying in flavors such as caramel, chocolate and mint. These sugary candies misled the public into belief of this dieting method. As the Himmel was making money on this unique branding commodity on the contrary of an epidemic that was threating and devastating by the masses was introduced to the consumer. In the start of the 1980’s there was a similar name the candy shared but a different meaning. AIDS compared to the “black death” has the world nervous. The effects of the two oddly the same and name association similar, left the public concerned. However, Himmel was determined to convince the consumer by having celebrity Michael Bolton speak on their behalf “office spades principle of AIDS is the one that sucks, so they’re the ones that should change.” Yet, this did change the American peoples view. The company tried many attempts to rebuild their brand by changing their name to “Diet Ayds: The candy, not the disease” to fit consumer needs and fashion the suppressants differently. Himmel, should have not tried to rebuild the brand name rather changed it and safe the identity that their consumers trusted and recognized. Instead, Himmel was resistant to name change to late in the game losing 50% of the profits they have made. The company never recovered and soon after in 1986 the company went out of business. Had Himmel realized the situation was serve after sales where dropping and changed the name when the epidemic started, I believe he could have had a chance at rebuilding under a completely different name and continued his success.
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