From sweets to boxes of washing powder, products with a retro feel regularly appear on the shelves, awakening pleasant feelings associated with the past. The goal is always the same, to captivate consumers by transporting them back to a nostalgic, reassuring time.
In the current market involving consumers, making them live an unique experience and eliciting an emotional response from them, it has become a must. Success stories show considerable sales increases linked to the so-called Nostalgia promotions, confirming that the concept of valorising the past can bring benefits, to the end consumer and to the Brand itself.
Many brands draw from their own archives, bringing packaging from bygone times back to life for limited periods, through Special Editions. An important example is the ‘Fairy 50th Anniversary’ project, whose goal was to win over the consumer by dusting off a classic, timeless design, exactly as it once appeared on the shelves decades before. The operation thus involved all the Brand stakeholders, from the trade to the media, right down to the end consumer. P&G also launched vintage editions of packs for its brands Tide, Bounce and Downy, with the same slightly unsophisticated colours and rhyming claims, but containing cutting edge products.
From the Special Edition to those who have always been special, and wish to remain so. We are talking about the courage of those brands that have dared to keep their image unchanged over the years, becoming icons in their category. One of the most traditional packs on the Italian market belongs to Pastiglie Leone, a wide range of sweets with a prestigious history dating back to 1857. ”Love it or hate it” – the Marmite slogan is very clear, and its packaging is still the same! Marmite is one of the most popular English products, used mainly as a spread for toast and made from yeast extract obtained from the beer making process.
Well, those who have no history can easily cash in on the experience of others. That is how we witness the birth of new brands that at a first glance seem to have existed for a hundred years, when in reality they are much younger, if not just out. The key lies in being able to reinterpret the past, bringing together its values and above all tapping into all its qualities.