Make Marketing History

The views of a marketing deviant.

Thursday, September 28, 2006

Nostalgia Ain't What It Used To Be.

There is a developing trend for exploiting nostalgia for boomers' youth (and perhaps a belated recognition of their numerical importance) by relaunching food brands from the 1970s. I have two questions.

1) Is the nostalgia actually for the brands or for their advertising?

2) When marketing representatives of these brands speak of "reformulating them to meet current taste trends" are they throwing the baby out with the bathwater?

Just because some old brands refuse to die, it does not follow that their appeal can be pushed onto other customers. In fact, I'd argue that the very fact that these products continue to sell without any advertising support is strong evidence that brand values are imposed by the customers and not by the advertising.


Blogger said...

I put my hand up. I signed the petition to not have Marmite put into a plastic squeezy tube.

I want Marmite to remain in the glass jar that is synonymous with the brand.

Yes I know you will have the option to buy either the jar or tube but for heavens sake, it must have been a rush to the head of the twentysomething marketer who proposed and won the plastic tube vote!

Us old farts like our jars. Empty Marmite jars have a second life for nail or screw storage. You can't put nails or screws into an empty Marmite plastic tube can you?

10:17 AM, September 28, 2006  
Blogger john dodds said...

I'm not sure which is more alarming - the heinous plastic tubes or the fact that a petition existed and you signed it!

4:02 PM, September 28, 2006  

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