There was an episode on parks and recreation where Tom is assigned a task to remake the Parks and Recreation Logo. At first Tom wanted to have a flashy logo but then he realized that there was so much beauty in the old retro logo and that it would bring back memories for the towns people. The retro logo was a success and brought back good memories for the towns people. The episode shows the cons of nostalgic marketing because the younger kids in the show didn't get the purpose of it and there were some people who were from of state who didn't get the history at all. Nostalgia marketing only affects a certain group of people instead of the general public.
I think nostalgia marketing works for the older crowd or for those who understand the meaning behind the retro-ness/histroy. The disadvantages are that the younger generation won't get it or won't be included. The wouldn't really understand why anything is significant unless it is completely explained. Sometimes I think that nostalgia marketing is slightly overdone. I tend to think Coca Cola uses the idea of "old times" and "old traditions" too much during the holiday time. It's no longer as significant. It's too overdone to the point I feel like people are kind of expecting that old picture of santa drinking a coke during christmas time.
I think that company's that don't undergo change like coca cola depend too much on staying retro. They may change the can every now and then but it's never a big change, it mainly focuses on that classic logo. They'll throw in pictures every now and then but they have never changed or modernized the logo at all.
Are there some products or brands for which this strategy may not be successful? Why not?
I think Hungry Hippos never changed their logo or concept that the game eventually died out. The kept the game the same: colors, animals, and strategy. The Hungry Hippos games should of had variations in animal choice or colors, but instead it stayed the same, eventually dying out. There was never any change in the product and eventually the people who did use to play with hungry hippos grew older. Even by using nostalgia as a marketing strategy wouldn't work because we're too old for the times. They should only focus on selling to kids of the generation by adapting to what children of today would want.
I think that vintage fashion ads like Tiffany & Co. do it right in terms of nostalgia. (because diamonds never got out of style) When they featured a breakfast with tiffany's ad and the vintage style. I think the campaign was a success just because a lot of people were enlightened with the idea of old times and the retro/vintage style of back then. It helps that diamonds don't go out of style and there's usually some demand but I think that the idea of something vintage from tiffany's message is that it will always keep it's shine and value.
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