As the economy continues to falter and not provide positives for the future, it is incumbent on marketers to sell happy memories. Nearly 35% of brands are using nostalgia in their marketing campaigns. Pepsico has redesigned the packaging of several of its brands including Doritos, Mountain Dew and Pepsi to reflect this trend. It seems when people see something that takes their mind back to a happier time, they are more inclined to purchase the product that provides that remembrance of yesterday. The market segment that is most positively impacted by nostalgia marketing is the 50+ crowd. That is because as we age we long for the past and all the perceived happiness we encountered. The past also creates a level of comfort in that we understand it, we enjoyed it, and we had success during it.
Those memories trigger our purchases today, and people who help me remember the good times revel in sales!
