Marketers Recycle For More Than Just the Environment
This past weekend, I happened to catch the latest Halloween installment of one of my all-time favorite brand advertisements – - Reese’s Peanut Butter Cups.
I am intrigued by how some brands are able to run with the one marketing strategy for years and still induce the exact same feeling among some consumers that it did a decade ago. I can still picture a younger me sitting in front of the TV watching these commercials and wondering, “What kind of bite are they going to take out of the peanut butter cup this time?” Whether it was the vampire teeth marks or the current Jack-o-Lantern carved out of the peanut butter cup, the Reese’s ads provide a sense of nostalgia for me and, I would imagine, many others.
While the brand has moved away from its catchy 90′s slogan, “There’s no wrong way to eat a Reese’s,” it appears as though the ad execs still see value in the visuals that they used to build brand awareness a decade ago. As they say, “if it ain’t broke, don’t fix it.”
Now, Reese’s (which happens to have a really fun website) isn’t the only brand that has come full-circle, back to their roots with a “What’s Old is New Again,” approach to marketing and/or PR. Just think about perennials like the Budweiser Clydesdales or the Coca-Cola Polar Bears. What other brands have you seen look to the past for a PR/marketing campaign or what brands do you think this strategy might work for?
My favorite re-run is the “how many licks to the center of a tootsie pop” commercial with the owl.
Recently, I’ve noticed the trend in some grocery packaging, as well – and have thought perhaps some are equating good old days with wholesome
Great point!