Retro Marketing Uses Nostalgia to Reach Boomers, GenY
Allison Horner — July 2, 2009 — Business
References: smashingmagazine
Retro Marketing, or Flashback Branding, has been on the rise and is reaching Generation Y just as well as Baby Boomers.
Retro marketing plays on nostalgia to evoke an emotional response from the consumer. This type of marketing uses everything from logos, images, songs and jingles, symbols, and even font type from past generations to bring us back.
The most noted example is Pepsi’s Refreshingly Retro Campaign, which brought back the old bottle packaging and posted its My Generation video on the Pepsi YouTube Channel.
Another example is the Macy’s “Summer of Love” theme that features fashion, colors and displays from the 1960s and 70s.
Retro marketing plays on nostalgia to evoke an emotional response from the consumer. This type of marketing uses everything from logos, images, songs and jingles, symbols, and even font type from past generations to bring us back.
The most noted example is Pepsi’s Refreshingly Retro Campaign, which brought back the old bottle packaging and posted its My Generation video on the Pepsi YouTube Channel.
Another example is the Macy’s “Summer of Love” theme that features fashion, colors and displays from the 1960s and 70s.
Trend Themes
1. Retro Marketing - Retro Marketing is on the rise and evokes an emotional response from consumers using past generations' logos, images, songs and jingles, symbols, and even font type.
2. Nostalgia Marketing - Nostalgia Marketing plays on consumer emotions by using past generations' iconic images and sounds.
3. Heritage Branding - Heritage Branding leverages a company's history to connect with consumers emotionally.
Industry Implications
1. Retail Industry - The Retail Industry can use Retro Marketing to appeal to consumers' sense of nostalgia and create a personalized shopping experience.
2. Fashion Industry - The Fashion Industry can use Nostalgia Marketing to evoke emotions and target specific generations.
3. Beverage Industry - The Beverage Industry can use Heritage Branding to connect with customers emotionally and differentiate themselves from competitors.
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