Why Brands Turn-Back to Tune-In
Cheryl Swanson
Principal
Toniq
There is an ever-growing trend towards "nostalgia," hence the throwbacks from Pepsi, Mountain Dew, Doritos, Nike, candy companies, and prominently through the NFL this past season. As technology is moving us forward at warp-speed, the economy is in disarray, and the world seems to be filled with disaster, consumers want to feel safe and familiar again.
It's time to turn-back to tune-in. People are looking for more ways to enjoy life again, simply. Families are finding the importance of sitting down to dinner (this time without cell-phones and remote controls), people are searching for vacation getaways where there is limited phone reception and internet, people want to learn about the past - hence sites like ancestry.com and the show 'Who Do You Think You Are' (in its second
season).
Classic brands are taking note and tapping into this emotional yearning from consumers. Of course, this only works with brands that 'we' grew up with. With the use of throwback packaging, these brands are triggering consumers to think about the past and reminisce about the ‘good 'ol days,’ even if it was just 10, 15 or 20 years ago.
At Toniq, we believe this trend will continue to grow and be applied across more consumer segments like fashion, food and beverage, entertainment, and even technology. Keep an eye on companies like Restoration Hardware (which is enjoying a comeback), Chevy (yes, that's how Chevrolet wants you to refer to the iconic brand), LL Bean, Converse and Keds (collaborating with hip new brands to bring the classic footwear to a
new and younger audience), and lookout for more shows like Mad Men and
Boardwalk Empire.
Here in the US, it's the return to classic Americana.
March 14, 2011
