Nostalgia marketing for your next campaign 👇🏼 👇🏼 👇🏼
After a 20-year absence, the Heinz Beanz pizza is BACK! A 90's food fusion freak is back at Iceland Foods.
Given everything that is going on in the world, will nostalgia marketing that harks back to happier times have a more prominent role to play next year?
What is nostalgia marketing?
Nostalgia brand positioning, proposed by Heinberg et al. (2019), creates brand equity by using a company’s past to create positive memories of a brand.
The Beanz pizza creates nostalgia. This adds value for the customer because it creates an emotional attachment to the product through past associations which generates brand equity.
Heinz was clearly successful at creating feelings of nostalgia from consumers' childhoods 👏🏼
But why is brand equity important?
Brands need to create salience to achieve global awareness.
High brand salience 🤝 high brand equity
...because the more aware consumers are of a brand, the more value can be added.
Evoking feelings, such as feelings of nostalgia, helps to build salience.
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