Retro Snack Brands case study: capitalizing on the consumer desire for nostalgia

Published by: Datamonitor

Published: Dec. 5, 2008 - 8 Pages

Table of Contents

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Spangles were relaunched in the 1990s but withdrawn due to lack of demand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

Abstract

• 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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