Blessing or curse?

1986, Hosszúhegyi State Farm. The name Hey Ho gets selected for use by the general director and one of the best known Hungarian brands is born. By the early 90’s, most Hungarian brands created under the socialist era and before had been sold to multinational companies, except Hey Ho. For lack of a better opportunity, it is sold eventually to a Hungarian enterprise. Imagine, how poor Hey-Ho must have felt, seeing that all other brands enjoyed the various benefits of being married into wealthy and influential families. In the mid 90’s, Hey Ho looked doomed to extinction before the turn of the millennium. The name which had once been welcome in the highest circles (Boci, Medve, Pilóta, Pöttyös, Szobi) became an obstacle by this time. It had a target group of its own, but this had not been chosen intentionally. However, an attempt had been made to reposition Hey Ho with the help of a premium product, but consumers had no faith in it. If for example, we had a 480 HP Daewoo Matiz with interior lining made from the finest leather, it would still be no match for an Aston Martin. Which is good for Aston Martin and bad for Hey-Ho. In any case, reality had been accepted and a decision was made to catch up with the big names slowly, step by step. Flavours, packaging and graphic design has been improved constantly ever since. Hey Ho had come a long way, and finally the logo became the only thing which reminded us of the past. Eventually, the new logo was born. It promises no more than the product itself, but Hey-Ho is one of “the names” again.