You could say, ”what goes around comes around”…at least that is what I said when I recently saw the Pepsi and Mountain Dew “throwback” cans on the shelf of my local Wal-Mart. When I saw the “new” look I did a double take. Not only is PepsiCo bringing back the look of yesteryear, they announced they are also tweaking the formula inside the cans – replacing the high-fructose corn syrup with yesteryear’s sugar! The Pepsi can is the same red, white and blue design that Cindy Crawford made memorable in past Pepsi ads. The Mountain Dew can dates back to the 1960s. Over the past few months, the retro cans have added one share point to Pepsi beverage sales — half of which is incremental. One share point is worth about $220 million in annual sales. Because of this success, they will become a permanent part of Pepsi’s beverage line.
And they are not the only ones who are embracing this nostalgia phenomenon. Frito-Lay’s throwback version of their Doritos Taco Flavored Tortilla Chips was tested around the Super Bowl and it was a huge success, selling out quickly. According to their marketing chief, they will roll it out permanently in about a month, sporting a 1980s package design and formula.
Nike is also playing the game…and just in time for March Madness (pun intended). They launched its $160 Playoff Air Jordan 13 Retro show in February, originally debuted during the 1998 NBA All-Star Game in which Michael Jordan was named MVP.
According to brand consultant Peter Madden, this type nostalgia branding pulls at the heartstrings of those 40+ individuals who love to “remember when”, many Gen Y’ers and tweens who think retro is hip. So will these nostalgic items truly take off …only time will tell. We would all love to go back in time and relive our childhood in some fashion and maybe these are the ticket.
Source: USA Today