Big Brands Go Retro: Jonathan Munk
Out with the NEW and in with the OLD; that’s the trend right now with some of the top U.S. brands, according to an article on Reuters.com. In an attempt to tap into consumer nostalgia, many companies, including Kellogg’s Inc, Playboy, Anheuser-Busch and Disney are resurrecting old mascots, logo designs, packaging and slogans.
By reaching back to their roots, these large companies are striking a chord by bringing back the tradition and nostagia that made the brands popular in the first place.
After a ten year hiatus, for example, the Jolly Green Giant has returned, and so has Burger King’s 30-year old slogan: Have it your way.
Anheuser-Busch has come out with a line of retro cans for their Budweiser line of beer, and Disney has partnered with high-end retailer Fred Segal to sell retro Mickey shirts and other clothing.
The desicion to go retro may also help long-time loyal consumers feel a stronger connection to their favorite brands, and it will probably generate more sales, which is always the motivating force.
(Source: http://yahoo.reuters.com/financeQuoteCompanyNewsArticle.jhtml?duid=mtfh99051_2005-12-15_23-42-46_n15263635_newsml)