“What year is it?”
Everyone was asking that question during the pandemic, often using a meme of bearded Robin Williams from the 1995 film, Jumanji.
COVID-19 sparked a new age of marketing that embraces nostalgia as a form of comfort and familiarity during uncertain times. Many brands are adopting a vintage look and feel marketers are calling “retro-marketing.” Here are a few examples:
Burger King
Just last year, Burger King revealed their newest logo, a throwback to the the 1990s design. Brands like Burger King are using familiar, vintage inspired marketing as a way of seeming more comfortable to millennials left reeling from the historic consequences of COVID-19. BK’s retro colors and typeface call back the 70s, 80s, and 90s, but with a new-age twist. The curvy letters and simple spacing are meant to remind consumers of a less complicated time. After all, fast food is supposed to relieve stress, not cause it.
Photo by www.bk.com
Pepsi
Pepsi is another brand jumping on the nostalgia bandwagon. They recently released a limited-time Soda Shop Cream Soda and Black Cherry flavor with a modern take on a classic can. Pepsi didn’t just stop at a can redesign though. They also recreated the classic song, “You’re The One That I Want,” from Grease in honor of its 50th anniversary. However, making this iconic song relevant again meant teaming up with an artist popular among millennials and Gen-Zers, Doja Cat. Pepsi merged a classic song with a modern artist as a way of relating to younger and older generations alike.
Photo by www.prnewswire.com
Lucky Charms
Do you remember the hearts, stars, and horseshoes? Clovers and blue moons? Pots of gold and rainbow? And me red balloons? The magically delicious Lucky Charms jingle was stuck in our heads growing up, and that means it also filled our bowls before school. This example shows how dated brands can reinvent themselves while staying relevant with both existing and new audiences. It also allows brands like Lucky Charms to expand past the aisle and into different verticals. The cosmetic line, Morphe, collaborated with this childhood favorite to create a bright, vibrant eyeshadow palette representing the colors in the catchy jingle.
Photo by www.morphe.com
At Fridge, we know how to throwback
Fridge is no stranger to retro marketing. Our team has created multiple campaigns for established brands, elevating them to a psychedelic good time. For example, this Mellow Mushroom commercial showcases a corporate office setting with stuffy, gray tones, but when Mr. Corporate bites into a delicious piece of pizza, he’s transformed into a 1970s hippie. It was a perfect way to promote the brand’s famous stone-baked pizza while also referencing the retro aesthetics of Mellow Mushroom.
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