Could French Toast Crunch be the key to big gains for your
New research suggests that the nostalgia
marketing championed by General Mills with the relaunch of
the '90s favorite French Toast Crunch could be the silver bullet
for appealing to Millennial shoppers. Nostalgia marketing appeals
to the memories and experiences of a consumer's youth, attempting
to link today's brands with the fond feelings associated with the
past. Could produce companies seize on these same techniques to
boost sales? The answer may be yes.
Millennial shoppers overwhelmingly report a desire for
"authenticity" from the brands they purchase, according to
Millenials look for brands that are "authentic, that create a
sense of purpose and that are wildly differentiated," explained
Jeff Fromm, President of FutureCast and co-author of 'Marketing to
Millennial.' "At the core, brands are trying to, in many cases,
create engagement with consumers, and this [nostalgia marketing] is
an engagement hook for them."
Nick Fereday, Executive Director and Senior Analyst of Food and
Consumer Trends at Rabobank International, agrees that nostalgia is
a promising weapon in making this connection.
"It's one of those standard things that companies like to play
with every now and again to lure customers back to their products,"
he explained to NPR. "One of the challenges for the millennial
generation is that it's a much more diverse group
than generations before. So, for example, not everyone may know who
the horoscope lady is...in a way that 40 or 50 years ago...everyone
knew who the cartoon characters were."
While it may be a difficult technique to execute, a strong
nostalgia campaign can associate a brand with some of a consumer's
most cherished memories. There's a reason that people salivate even
decades later when thinking back on Mom's apple pie. The memories
we associate with events from our childhood are powerful things.
The company which is able to make a mental bridge between these
events and its own brand stands to reap big rewards at the retail
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