Brand values must be right to fit the nostalgia megatrend
Marie Ridgley
In difficult times, people hark back to what they trust. It's an emotional response that some companies have sought to capitalise on with the relaunch of food and drink brands from their archive. But how far can nostalgia marketing go?
Cadbury's started the vogue for nostalgia-that-makes-you-feel-better marketing by reintroducing the Wispa bar. Consumers embraced the brand's return so enthusiastically that in December 2008, it was shifting a million bars a week.
Others have since followed in the food and drink category, including ice cream, coffee, custard and burger...