Pepsi Throwback: Why Nostalgia Branding Works

lwt post about nostalgia branding - pepsi throwback

Nostalgia branding works for two simple reasons.

1. Older generations love to “remember when.”

2. Younger generations think retro is cool.

The marketing team at PepsiCo only sees this trend increasing as people yearn for “the good ol’ days” when things were simpler. Pepsi recently introduced “Pepsi Throwback” and “Mountain Dew Throwback” with retro labeling and the replacement of high fructose corn syrup with real sugar. An article from US Today shares,¬†“It’s a return to a simpler world,” says Shiv Singh, head of digital for PepsiCo. “There’s a massive teen trend around simplicity and authenticity.” Also, highly successful sales have convinced the company to add the line permanently.

Companies have been using nostalgia branding for years, (it works wonderfully for some cars!) but we’re seeing a recent surge. Some other brands included are Doritos, Nike, and Major League Baseball apparel.

With this in mind, there has been recent news that Pepsi has fallen to third place in the Beverage industry, behind both Coke and Diet Coke. Will this help revive Pepsi’s position?

 

Read more from the article¬†Pepsi, Frito-Lay capitalize on fond thoughts of the good ol’ days.
LWT is a full-service Interactive // Advertising // Social // Media // Content agency located in Montgomery, AL and concentrating on destination marketing for tourism, real estate and retail clients. For more, visit lwtconnect.com

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