Nostalgia and Retro Branding

Marketers use nostalgia and retro branding to bring a consumer back in time and have them remember their older product designs. They are appealing the the consumers memories and emotions. Here are both terms defined:

Nostalgia: describes the bittersweet emotion that arises when we view the past with both sadness and longing.

Retro brand: an updated version of a brand from a prior historical period.

A brand that uses both of these tactics often and does it well is Pepsi.

In January 2019, Pepsi launched limited edition retro cans. Their slogan was "Celebrating Every Generation." The can designs were from the 1940s, 50s, 60s and 1980s. I am sure that many older consumers smiled at the older can designs and possibly remembered an event in their past where they saw the can or even drank one! By doing this, Pepsi was able to renew its relevance with the younger consumers while reconnecting with its former customers.

Gucci launched its #Forever Guilty campaign in 2019. They produced a video ad with Lana Del Ray and Jared Leto. They ad tells a story and starts in Los Angeles. Del Ray and Leto are both dressed in vintage inspired Gucci. The ad is trying to reach "individuals who live and love outside of social conformism" stated Glen Luchford.

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The Art of Consumer Behavior

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