Two interesting examples of the value of consistent advertising:
In 1920 Moxie outsold Coca-Cola and was the number one selling soft drink in America. It was so popular the name became part of pop-culture (in case you never knew where, “that took a lot of Moxie” came from). After the depression hit, Moxie decided to drastically reduce it’s advertising and we all know what happened. Coke became “The Real Thing” and Moxie became something you heard when watching a 1930’s gangster movie.
When World War II began, Wrigley’s was cut off from the raw materials needed to make chewing gum. They were only allowed to produce chewing gum that was provided to soldiers. Did Wrigley’s stop advertising because they had no product to sell? No, they kept advertising knowing that one day the war would end and there would be plenty of pent-up demand for their product.
One company kept their momentum and one didn’t. The results are dramatically different. It takes a great deal of effort to create marketing momentum and if you stop it can be expensive or impossible to get it back.