Pepsi (and everybody else) goes retro …

TakeAway: Many brands are finding that the best way to come up with a new product is to make a retro version of the old product.

Pepsi, Heinz, Hostess have all incorporated “throwback, retro” design and products into the line up. 

Studies shown that Millennials relate particularly well to retro items as it gives them a feeling of authenticity.

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Excerpted from MediaPost, “More Retro Action: Heinz, Hostess Follow Pepsi” by Karlene Lukovitz, March 22, 2011

Everything old is new again in the world of marketing — although these days, “old” can sometimes mean the 1990s.

One week after PepsiCo made retro versions of Pepsi, Mountain Dew and Doritos a permanent part of the brands’ lineups, Heinz Ketchup is readying a collector’s edition glass bottle with a retro label, and Hostess is featuring ’70s brand characters and bringing back Twinkies’ original banana filling recipe.

These developments come a week after PepsiCo announced that it is making sugar-formulated (no high-fructose corn syrup), retro-packaged Throwback versions of Pepsi and Mountain Dew … permanent, year-round parts of the brands’ portfolios.

The retro phenomenon — also being seen in a wide variety of nonfoods categories (think Nike’s Playoff Air Jordan 13 Retro athletic shoe and Disney’s revival of the “Tron” franchise) — is being driven primarily by marketers’ realization of the power of “authenticity” among Millennials, in particular.

Retro is very cool with 20-somethings, because it ties in with their desire for simpler, cleaner, more authentic lives. … they see nostalgia as a way to differentiate themselves.”

“Millennials thrive on interconnectedness, but highly value authenticity, particularly ‘real’ ingredients as opposed to ‘chemical stews.’

At the same time, boomers feel a rose-colored yearning for the days when life was less complex.”

Edit by HH

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