Retro Snack Brands case study: capitalizing on the consumer desire for nostalgia
Datamonitor
December 5, 2008 8 Pages - SKU: DFMN2043739
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Introduction
This report on retro snack brands forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It looks at four UK companies that have recently reintroduced old brands, namely Nestlé, Cadbury, Mars and Walkers, looking to see if they can replicate the phenomenal success of the reintroduced Wispa bar.
Reasons to Purchase- Gain insight into the methods used by important industry players to give them a competitive edge
- Identify specific areas for operational improvements
- Capitalize on the knowledge of experienced companies when entering a new niche or market
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- DATAMONITOR VIEW
- CATALYST
- SUMMARY
- ANALYSIS
- Nostalgia is a major new focus for snack manufacturers
- The failure of the majority of new brands has prompted manufacturers to look to the past to generate growth
- The credit crunch and feelings of insecurity have encouraged people to purchase childhood brands for comfort
- Nostalgic snack purchases are aided by a consumer desire for emotional eating
- Nestlé: the first major confectionary manufacturer to exploit the nostalgia trend
- Nestlé capitalized on the 1970s revival with the relaunch of the Texan
- Nestlé accused of cashing in on the retro trend after the Drifter brand is brought back after only a year out of production
- Cadbury: Wispa is the most successful relaunch in recent times
- Cadbury relaunched Wispa in 2007 following a strong internet campaign
- A campaign asking for consumer help to make a new Wispa advert aims to highlight its fan base's passion for the brand
- Mars: name changes are on the agenda
- The company introduced Opal Fruits for a limited period in 2008, 10 years on from its Starburst name change
- The company is rumored to be considering changing the Snickers name back to Marathon
- Walkers: repositioning Monster Munch with a 1970s look
- Walkers' Monster Munch brand has been given a 1970s makeover, with both packaging and flavors reverting back to their original format
- The company has hired 1980s TV personalities to promote the relaunch, asking for help to search for old promotional monster costumes
- Will these relaunches stand the test of time?
- Nostalgia is not enough to encourage purchase; the brand has to be relevant to consumers' sensory as well as emotional needs
- Spangles were relaunched in the 1990s but withdrawn due to lack of demand
- APPENDIX
- Case study series
- Methodology
- Secondary sources
- Further reading
- Ask the analyst
- Datamonitor consulting
- Disclaimer
- List of Tables
- Table 1: Common pitfalls of flash-in-the-pan brands, as cited by Brand Republic
- List of Figures
- Figure 1: Nestlé was one of the first companies to address a trend for nostalgia, with the Texan bar temporarily brought back in 2005
- Figure 2: Wispa was reintroduced in the UK in 2007, following a four year absence
- Figure 3: Cadbury asked consumers for help in making its new Wispa advert in 2008, to highlight continued support for the chocolate bar
- Figure 4: Mars has capitalized on the trend for retro snack brands by reviewing some of its brands' names
- Figure 5: The Monster Munch brand has been relaunched in old style packaging and recipes, and promoted via the findourmonsters.com website
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