Furby and Polly Pocket are making a comeback — and don't forget Surge soda and McDonald's Grimace — as businesses deepen their bets on consumer nostalgia for decades-old brands.
In the latest quarter, McDonald's pointed to the blurry purple spot of Grimace as a specific source of better-than-expected earnings.
The berry-flavored milkshake built around the character, which first appeared in the 1970s, lit up social media and boosted sales in the United States, where the drink was available in limited edition.
"Grimace has been everywhere in the past few months — all over the news and more than three billion views on TikTok," McDonald's CEO Chris Kempczinski said last month.
According to Matt Smith, trends manager at audience intelligence company GWI, the strong sales are evidence of the "reverse" benefits for McDonald's from the advertising blitz.
"It wasn't just a success online, it got people to buy a cocktail at the restaurant and buy other products," Smith told AFP.
Popular characters like Grimace are also easy candidates for T-shirts, which represent "essentially free advertising for McDonald's," said Neil Saunders of GlobalData Retail.
“That's the icing on the cake.
- "Comfort" in the past -
In the marketing world, this type of revival is known as "brand resurrection."
"It takes consumers back to their youth, their good old days," said Purvi Shah, a marketing professor at Worcester Polytechnic Institute in Massachusetts.
Such products can also give an adult "an opportunity to eat or play with something that maybe they couldn't afford when they were young," said Shah, who noted that parents might also like to share that experience with their children.
There's a bit of comfort in the past," Saunders said. "The present is very uncertain. We went through a global pandemic, now we have economic uncertainty, there are wars.”
Memories of an earlier time can produce feel-good chemicals like serotonin and dopamine and reduce stress, Shah said — as often happens when one plays a game.
Businesses have long used nostalgia to sell products, but social media has accelerated this trend.
Shah considers Coca-Cola's Surge reboot a textbook case. The citrus-flavored fizzy drink was launched in 1997 but went off the market in 2003, with some fans still yearning for a reboot years later.
The "Surge Movement" Facebook group, with hundreds of thousands of followers, eventually helped Coca-Cola revive the drink in 2014.
-Furby Refurbished-
Mattel's Barbie dolls have never left the shelves since the 1960s, but many observers see this year's blockbuster movie as another sign of the nostalgic trend.
The movie "Barbie," which grossed over $1 billion at the global box office, highlights the dolls' different eras and acknowledges their deeper meaning for older generations.
Mattel retired its Polly Pockets dolls in 2012, only to revive them six years later.
To commemorate Furby's 25th anniversary, Hasbro launched a reboot of the electronic robot toys on July 15.
The goal is to "spark the same excitement for this new generation by harnessing Furby's power of nostalgia while giving Gen Alpha everything they crave," Hasbro said, noting that more than 40 million original versions have been sold in three years.
"Furby is already a hot seller, with initial allocations selling out in less than 72 hours," Hasbro CEO Chris Cocks said earlier this month.
Smith sees the same desire for nostalgia in movie spin-offs, sequels and reboots like "The Lion King" and "The Little Mermaid."
The TV series "Stranger Things," which premiered in 2016 but is set in the 1980s, inspired Kate Bush's 1985 hit "Running Up That Hill," which has aired since its fourth season more than a billion times. .
"It's easier to get people on board with recognizable imagery," Smith said. "And it's more cost-effective than developing new intellectual property."
McDonald's is cooking up another oldie-but-goodie.
The chain plans to revive CosMc — an alien character seen in commercials from 1986 to 1992 — for a new restaurant concept it will test in early 2024.
Nostalgia has a strong hold on our hearts and wallets, and brands are capitalizing on this sentiment with strategic reboots of iconic characters from the past. From the adorable Furby to the cute Grimace, companies are using the familiarity of these beloved characters to create buzz, connect with consumers and drive marketing success. In this article, we delve into the world of nostalgic reboots and how brands are capitalizing on our longing for the good old days.
Furby's Return: Fuzzy Blast from the Past
Furby, the irresistibly cute electronic toy from the late 1990s, has made a triumphant return to the market. With updated features and a modern style, the new Furby has won the hearts of a new generation while evoking fond memories for millennials. Brands are taking advantage of this resurgence to launch creative marketing campaigns, using the Furby's magic to evoke emotion and drive engagement.
Grimace: More than the McDonald's mascot
Remember Grimace, the cute purple character from McDonald's? This iconic character has evolved beyond just a fast food mascot. With a fresh story and a redesigned look, Grimace has become a symbol of nostalgia, reminding consumers of their carefree childhood trips to the Golden Arches. Brands are taking this opportunity to reintroduce Grimace through social media campaigns, merchandise and even collaborations that will satisfy fans old and new.
The effect of nostalgia on consumer behavior
Nostalgic marketing takes advantage of people's emotional connection with their past experiences. Studies show that nostalgic content triggers positive emotions, making consumers more receptive to brand messages and more likely to buy. Brands use this insight to create engaging advertising campaigns that evoke sentimentality and foster a sense of connection between the brand and its audience.
Strategies for Successful Nostalgic Reboots
A. Balancing Nostalgia and Innovation: Brands must strike the right balance between preserving the essence of the original and incorporating modern elements that resonate with today's audience.
b. Interactive campaigns: Leveraging social media challenges, quizzes, and user-generated content can boost engagement and keep the conversation alive.
C. Limited Editions and Merchandise: Special editions and nostalgic merchandise can create a sense of urgency for consumers and drive sales.
d. Collaborations and partnerships: Collaborations with influencers or other brands can expand the reach and bring new perspectives to the reboot.
Looking ahead: The future of nostalgia marketing
As consumer desire for nostalgia remains strong, brands will continue to reboot classic icons. Thanks to technological advances, immersive experiences such as augmented reality (AR) and virtual reality (VR) can take nostalgia marketing to new heights, allowing consumers to interact with their favorite characters in novel ways.
Nostalgic reboots are more than just a marketing trend; are a heartfelt trip down memory lane that resonates with consumers of all ages. From Furby's cute chirping to Grimace's warm embrace, brands capitalize on the timeless allure of nostalgia. By creating thoughtful and innovative campaigns, these brands create connections that span across generations, proving that even in the ever-evolving marketing landscape, the past plays a significant role.
In a world driven by innovation and cutting-edge technology, brands are taking a step back in time to revive beloved icons from the past. From the adorable Furby to the cute Grimace, companies are harnessing the powerful power of nostalgia to reconnect with consumers. This article delves into the fascinating realm of nostalgic reboots and explores how brands are strategically breathing new life into these beloved characters to create a powerful connection between past and present.
The Resurgence of Furby: A modern twist on the classic companion
Remember the quirky, talking Furby that once held a special place in many hearts? Fast forward to today and this iconic toy is making a remarkable comeback. Brands have ingeniously reimagined the Furby, infusing it with modern technologies such as artificial intelligence and app connectivity. Result? A harmonious combination of the nostalgic charm we remember and the innovative elements of today. The Furby reboot caters to both old fans and new generations, and represents a successful fusion of past and future.
Grimace: From McDonald's Vault to Modern Marketing Marvel
Grimace, the lovable and friendly character synonymous with McDonald's, has made a triumphant leap from yesteryear into contemporary culture. Brands capitalize on the emotional connection that individuals share with well-known characters such as Grimace. By integrating Grimace into modern marketing campaigns, companies not only evoke fond memories, but also create a sense of continuity that resonates deeply with consumers. This strategic reboot shows the lasting impact of nostalgia on brand loyalty.
Nostalgia as a strategic tool: Building bridges between generations
The revival of nostalgic icons goes beyond mere marketing gimmicks. Brands are strategically using these reboots to bridge the gap between different generations. Parents who once cherished Furby are now introducing their children to the improved version, creating a multi-generational bond of shared experiences. This trend underscores the importance of nostalgia in fostering connections that go beyond product offerings.
Harnessing the Digital Age: Reimagining Classics for Online Audiences
Nostalgic reboots aren't limited to physical products. Digital platforms are also witnessing a resurgence of classic characters. Video games, animated series, and even virtual reality experiences are bringing back loved ones in innovative ways. This digital transformation not only capitalizes on nostalgia, but also adapts to the evolving preferences of a tech-savvy audience.
From Furby's charming chatter to Grimace's endearing presence, brands are rewriting the story of nostalgia in the modern world. By resurrecting these cherished icons, companies showcase their adaptability and creativity while creating a deeper connection with their audience. The strategic use of nostalgia not only caters to established fans, but also paves the way for new enthusiasts to join. As brands continue to embrace the allure of the past, the marketing landscape is evolving into a harmonious blend of sentiment and innovation.
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