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A d v e r t i s e m e n t
A d v e r t i s e m e n t
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2010 Fairy All in One(Click this image to enlarge).
| NOSTALGIA – TODAYS NEW THINKING
Why does nostalgia strike a chord with us all? Why are the old ads from years ago still admired and promoted? The answer is TRUST. This 1950s ad was spotted in Ideal Home magazine recently, marking the 50th anniversary of the brand. It links yesterday’s values with today’s strong brand name and is bright, homely, family orientated and positive, spanning the decades as it speaks to present day consumers of the values first promoted all those years ago, yet re-worded for today’s market.
Creatives know that however modern and forward thinking we become, mankind will always be casting a wistful glance over the shoulder to the past. That’s the power of history. The power of advertising is to promote the best from the past to today’s consumers and the resulting nostalgic loyalty immediately wins consumer confidence. Nostalgic ads are never far from the public psyche because they induce feelings of security and comfort in a fast moving and often bewildering world.
The notion of TRUST is implied in many of the best remembered slogans from the past. The reasoning is clear when you consider these few images on this page, taken from HAT’s collections.
This year saw a resurgence of nostalgic ads on our TV screens. Heinz, Hovis and Guinness all used parts of earlier ads to bring home the fact that their brands are still going as strong today as in the early days of TV, whilst employing a clever mix of the old and the new to assure us once again of past brand value and its relevance in today’s world.
The nostalgic slogan still meanz so much ...
HAT is archivist to the marvellous historic Heinz archive.
Surely, the most iconic and well known Heinz slogan of all is “Beanz Meanz Heinz”. Why do these three words mean so much to us? What can be simpler to remember, to store in our brains over decades? It’s a universal phrase that transfers from the brain to the shelf, directing our hands to take up the Heinz can and place it in our trolley! That’s the power of the slogan. Over the years, variations of the original slogan have appeared, cementing the brand into our minds as every good adman knows how.
Brown is not enough...
.... HOVIS brand name gets stronger and stronger ....
Just as Heinz has its icons, so does Hovis, that other giant of instant brand recognition. Once again, the slogan “Don’t say brown, say Hovis”, began in 1955 and still resonates in our minds today. And again, HAT is proud to be archivist to such an iconic brand. As with Heinz, nostalgic images are being used in current advertising to prove that value really does stand the test of time. It’s all about wanting to put your money where your heart is – into a brand that’s tried, tested and trusted.
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