From Furby to Grimace, brands are cashing in on nostalgic reboots
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. -
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 little 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.
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.
In an era of nostalgia, brands are harnessing the power of the past to bring back beloved icons and products that once captured our hearts. From the quirky charm of the Furby to the cute appeal of the Grimace, nostalgic reboots are making a triumphant return, evoking beloved memories while resonating with new and old audiences. This article delves into the trend of nostalgic reboots and how brands are effectively using this phenomenon to spark consumer interest and evoke a sense of sentimentality.
Rise of Nostalgic Reboots
Nostalgia has an uncanny ability to transport us to simpler times, and brands have noticed the emotional connection it has. The products that defined our childhoods are being revitalized to satisfy a generation that craves the comfort of the familiar. One such example is the revival of Furby, the iconic interactive toy that won hearts in the late 1990s. Infusing modern technology with the endearing features that made the original Furby a sensation, the reboot will appeal to both adults who like to reminisce about the past and younger generations eager to experience the magic for themselves.
Capitalize on emotional attachment
Grimace, the cute purple character from McDonald's, is another example of how brands capitalize on consumers' emotional connection to the past. As the fast food giant reintroduces Grimace in various marketing campaigns, it capitalizes on the warm feelings people associate with the character. This strategic move not only engages existing patrons but also creates curiosity among new audiences who want to be a part of the cultural heritage. nostalgic reboots, Furby, Grimace, emotional connection, childhood memories, modern technology, McDonald's marketing, cultural heritage
A modern twist on timeless favourites
While nostalgia is a powerful tool, brands understand the importance of adapting to the present. Nostalgic reboots aren't mere replicas; they incorporate contemporary elements to suit today's tastes and expectations. For example, the refreshed Furby now boasts enhanced interactivity that combines the charm of the original with cutting-edge technology to appeal to the digital-savvy demographic. This fusion of old and new ensures that the reboot not only benefits from the past, but also remains relevant in today's market.
Evolving Marketing Strategies
The revival of nostalgic icons also serves as a master class in modern marketing strategies. Brands are using social media, influencer collaborations and immersive experiences to reignite the flame of these retro revivals. By creating engaging content that connects with consumers across multiple platforms, brands can breathe new life into classic characters and products and spark conversations across generations.
From Furby's whimsical chirping to Grimace's infectious smile, the revival of nostalgic reboots is a testament to the enduring power of sentimentality. Brands have recognized the value of using treasured memories not only to capture the hearts of loyal customers, but also to connect with a new wave of consumers. Through a careful interweaving of past and present, these brands breathe life into icons and remind us that some things are truly timeless. As this trend continues to evolve, one thing remains clear: the appeal of nostalgia is a force that will forever shape the landscape of marketing and consumer engagement. nostalgic icons, sentimentality, consumer engagement, marketing strategies, lasting power, timeless appeal, nostalgic reboot trend
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