Ad Track: Kraft, FTD, Western Union adjust ads for recession

— -- Marketers are making over many classic, even century-old American brands to address a change in consumers who are focusing more on basic values during the downturn.

Long-standing brands such as Kraft's Miracle Whip, FTD and Western Union are creating marketing for a new consumer mind-set to try to boost sales. As people continue to curb spending and their enthusiasm for overextending themselves, marketers are trying to re-create brands to be more relevant.

But marketing consultant Robert Passikoff warns that getting consumers to buy into a new look and buy the product takes time and money.

"Most of the time, marketers think they can come up with a zippier, modern logo and more modern music," says Passikoff, president of marketing consulting firm Brand Keys. "Repositioning a brand is difficult. And the more classic the brand, the more difficult it is."

Procter & Gamble has seen time and effort pay off with Old Spice, whose irreverent advertising since 2007 has helped it reach younger men.

The brand once known as a cheap cologne now includes products such as deodorant and body washes. Ads spoof old-school Old Spice ads with the sailor and use a tongue-in-cheek approach to sexy.

"It's been almost 2½ years of not taking ourselves too seriously," says Jay Gooch, Old Spice brand spokesman. "And we've achieved the goal of deepening our relationship with 18-to-34 males."

New marketing:

•Miracle Whip. The condiment was introduced in 1934 as a cheaper alternative to mayonnaise. And while pricing may be comparable today, the taste is not.

Kraft is promoting its zingier taste alternative to mayonnaise with the new message "don't be so mayo" and marketing that includes a social-networking application known as a "zinger."

"This is a big change for us," says Chris Kempczinski, Kraft senior vice president. "We used to market to moms. The campaign now is more toward the 18- to 34-year-old consumer. We want to re-engage these young consumers and get them into the franchise."