In The Trends: Consumers retreating to the comfort of nostalgia

Jed Simpfendorfer
By Jed Simpfendorfer | 4 November 2024
 
Jed Simpfendorfer.

Jed Simpfendorfer – Director Strategy & Partner, T garage

Cutting the Crap – Keeping you across the trends that matter

Why Tamagotchi-Flavoured DunkaRoos is About to Make a Comeback

As cultural trend researchers at T garage, we are tracking just how much Australians are feeling the weight of the cost-of-living crisis right now. You don’t need a PhD in economics to notice the strain. It’s in the headlines, the grocery bills and the rent hikes.

If you’re one of the lucky few who snagged a house back when they were giving them away for the price of two buttons and a paperclip, you might not feel the pinch as much. But for most of us, this is very real, and it’s leaving people stressed and a little nostalgic for simpler times.

When was the last time we felt this down? It was during the 2007 Global Financial Meltdown. I’m still not entirely sure what was melting down back then, but I do remember how unsettling it felt. I was working as a brand manager for Kraft Cheese, trying to explain why everything was going south, despite my best efforts.

Senior leadership didn’t seem interested in my explanations. They were more focused on cutting A&P than branding. But one thing did catch my attention. Sales of the humble Kraft blue block cheese—the one wrapped in tin foil, now known as Bega Dairylea—were flying off the shelves.

This was a product that had been around since 1926, which pretty much hadn’t sold an extra unit since 1975, well until 2007 anyway. Prices hadn’t changed, it wasn’t any cheaper, and nothing in its world had shifted, yet sales were soaring.

At the time, I chalked it up to nostalgia. People were seeking comfort, longing for the simplicity and security of their childhood in a world that felt increasingly uncertain. And now, thanks to my brilliant colleague Dr Hedieh Karachi, PhD (yes, the expert on nostalgia marketing in financial crises), I can officially confirm I was right (because it’s important to confirm these things).

So, since you’ve made it this far, let me share a few tips T garage has learnt about how brands can ride the nostalgia wave through this storm:

  1. Highlight Brand Heritage: Remind people of your history. In tough times, they want comfort, and nothing says “comfort,” like a brand that’s been around forever.
  2. Balance Tradition with Innovation: Nostalgia is great, but don’t forget to keep things fresh. Mix the old with the new to appeal to both loyalists and newcomers.
  3. Revive Classic Products: Bring back old favourites. Think Coke’s classic formula or Arnott’s original Shapes—people love a good throwback.
  4. Create Nostalgic Experiences: Tap into those warm, fuzzy feelings with throwback campaigns, retro packaging, or events that take people down memory lane.

So, my fingers are very excitedly crossed for the launch of new/old Tamagotchi-flavoured DunkaRoos!

Want to dive deeper? Check out Dr Karachi from T garage full article.

And In The Trends: The cost of living crisis -- What’s really going on? - AdNews

Dunkaroos via t garage nov 2024

Chat GPT generated AI image.

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