Last October, Sturdy Danny McGee went up his 59th tree one more time. The lumberjack, who originally appeared in TV spots in 1985, was brought back to promote “two scoops of raisins in Kellogg’s Raisin Bran.” But rather than find a new Danny McGee and reshoot the spot, Kellogg’s opted to run the ad as it first appeared (below), grainy footage and all.
It attracted attention for two reasons: First, it was a pleasant flashback for those who recall seeing it when it initially aired, and second, the bouncy jingle and kitschy tone stood out next to the slick 21st century spots we’re used to.
But Kellogg’s isn’t the only marketer catching on to the potential of retro advertising. Whether it’s using old TV characters, cultural references or tag lines, tapping into people’s memories can be more effective than coming up with a new hook when it comes to cutting through the ad clutter. Several other marketers have also headed into retro territory recently:
n As a way to fill already-purchased TV time until new ad creative is ready, Dairy Farmers of Canada last month started re-running a five-year-old spot in which a mom sends her son to the cheese store to buy Gouda. “It’s a very feel-good message, talking about family” says marketing director Nathalie Noel, who notes that the organization considered using a 15-year-old “Cheese Please!” spot, but decided against it because of the work involved in updating the quality of the images and sound.
n Nielsen Canada recently brought back the “makes a nice light snack” slogan for its Coffee Crisp bar. A TV ad shows two teenage kids who’ve never heard the slogan asking their fortysomething dad why he keeps repeating it.
n On May 3, Pepsi-Cola in the U.S. brought back characters from the 1990s show Beverly Hills 90210 in an ad showing the cool kids drinking Diet Pepsi, and the geeks drinking Diet Coke.
Both Nielsen and Pepsi believe reaching into the memory bank of their target customer makes sense. In Coffee Crisp’s case, that target is 35 to 55 year olds who can identify with the dad in the TV spot. Pepsi, meanwhile, wanted to connect with Generation X consumers 24-39 who are now switching from regular soft drinks to diet. “90210 was popular when they were teens,” says Nicole Bradley, Pepsi spokesperson in New York. “We knew the premise and characters would resonate with this age group.”
Kellogg’s is able to run an old ad because the message of a brand like Raisin Bran hasn’t changed much since the original spots aired, says Ken Wong, marketing faculty member at the Queen’s University School of Business in Kingston, Ont. “For them it makes great sense. It might not make great sense for a beer company because we may not be buying nostalgia when we buy beer,” he says. And while retro-themed ads may cut through the clutter, Wong wonders if the link is sufficient to boost sales.
