Few things can take you back to your childhood, for example, recreating the culinary experiences you once enjoyed. Prepare Mac Kraft cheese alone. The magically delicious cereal milk from Lucky Charms. M & Ms melting in the mouth. But as consumers' dietary habits evolve, will children be able to enjoy the fun foods of past decades?
Current CPG brands need to evolve their once-loved products with responsible reinvention to appeal to a generation of children and parents who often prefer quinoa to Wonder Bread.
Combine nostalgia with the desires of today's consumers
Traditional brands can go far enough on nostalgia, but that's not enough in itself. Instead, products must adapt to consumers' wishes while retaining their essential attributes. Today's consumers are generally looking for products that offer an advantage beyond taste. This includes foods and beverages that meet dietary restrictions (low carbohydrate, gluten-free, etc.) or that complement an experience, such as eating popcorn in the movies.
To stay relevant and avoid falling into the trap of novelty, traditional brands must understand their position, refresh their packaging and promote what they represent.
The brand Doritos, not so nutritious but quite delicious, has survived the anger of its competition since 1964. Presenting itself as a dominant football snack and regularly publishing iconic Super Bowl ads, Doritos has proven its quality nostalgic (some are still mourning the loss of the Doritos 3D chips of the 2000s) and remain legendary generation X to Z. Meanwhile, Doritos understands its customers and gives them what they want, like teaming up with Taco Bell to deliver the famed Doritos Locos Taco to the collaboration between Pizza Hut Australia, which offered the Doritos Crunchy Crust Pizza, to experiences of delirious and daring flavors.
Stay true to your main function
While it is important that all brands be aware of lifestyle and health trends, traditional products pose a danger when they just change to stay in fashion, thus risking to lose their essential attributes. Of course, people are more concerned about their health, but many still want to indulge in delicious and familiar things. No one eats Ellio's pizza or hot-pockets because they are healthy. However, for similar brands, there is no sense in adapting to follow welfare trends or radically reorganizing the recipe, especially if it changes the taste or will not appeal to a consumer concerned about his health.
A brand that has managed to rotate without changing recipe or taste is Nabisco Animal Crackers. Their packaging was always nostalgic, reminiscent of a time when circuses kept animals in cages. This idea may have already been associated with joy and adventure, but the brand has tactfully redesigned its packaging to show animals roaming free in response to a new era that considers ancient circus practices as cruel. A simple change in the product has generated publicity and renewed relevance.
This does not mean that these types of products can not reinvigorate their brands with new flavors, but it's pointless to follow the trends if you lose that irreplaceable factor that has earned you the status of icon.
Many heritage brands give up
In their rush to catch up, many brands are losing sight of what they represent for consumers. They must adhere to their brand identity, recognize their specificity in today's market and strive to appeal to modern consumers by refreshing their style to modernize marketing efforts.
One of the favorites for a responsible reinvention of the brand is Bugles, which has the perfect ingredients to succeed in the current landscape. It's a fan favorite, it tastes great, it has a unique name, a shape and a variety of flavors. To thrive, the brand has to take a page from the Frito-Lay game manual, whether promoting Bugles as an occasional snack or incorporating it into fun recipes. Bugles must rotate its marketing by leveraging digital and social platforms to make his loyalists lawyers.
Another example is Yoo-hoo. This is not chocolate milk enriched with calcium and vitamin D, it is rather a delicious chocolate drink composed mainly of water and sugar. But instead of being inadvertently shamed as a nutritious elixir, the product is more likely to appeal to greedy drink consumers who simply taste great. She has to be aggressive as a fun alternative to soda and admit that fewer loyal customers can be more valuable than many casual customers.
In this turbulent period, people are enjoying a good old-fashioned nostalgia. It's incredibly comforting to enjoy nice foods that trigger positive memories. But to stay relevant and avoid falling into the trap of novelty, traditional brands must understand their position, refresh their packaging and promote what they represent. It is only then that they will gain the respect and attention of the people who once loved them so they could welcome their children as a new generation of brand loyalists.