The past successes seem to be overtaking current trends in a crowded marketplace of ideas. Dusty mascots, throwback products and retro packaging are now used by diverse brands. KFC, Pepsi and General Mills have recently released these types of products and enjoyed significant success.
In May, KFC decided to revitalize a well-known figure associated with its brand, Colonel Sanders. According to PR Week, there has been a major digital engagement increase since the company released TV spots and flooded social media with memes and ads — a 1,289 percent increase to be exact.
KFC’s first attempt at reviving the icon wasn’t as widely accepted as the most recent commercials. Norm MacDonald replaced Darrell Hammond as the Colonel in hopes of attracting a younger audience and gaining more favorable responses.
Pepsi also experimented with its history in its throwback Pepsi products made from real sugar instead of high fructose corn syrup found in most of its products today. The bottles and cans also feature a retro label.
General Mills is another brand that has decided to deck their products in retro packaging. The company partnered with Curb Crowser to create the old-fashioned look of the boxes.
In an interview with the General Mill’s blog, Curb Crowser’s Derek Wallen, who was the lead art director on the project, had this to say about why the packaging has been so popular, “When people see retro packaging, it’s sort of like hearing an old song, and they’re reminded of simpler, happier times.”
When you see a throwback product or retro packaging does it make you want to buy the product even more than you normally would? Does it remind you of your childhood or as Wallen says “of simpler, happier times”?