Use past to sell present
Creating a brand identity based on heritage or
For example:- reintroduction of Wispa bar, Ray Ban
Aviator sunglasses etc.
Retro target the young
Mini, Fiat 500 and Beetle too has become retro
Fiat 500 closely captured the look and feel of original
Wispa was a reissue of Cadbury’s chocolate bar of
Two kinds of retro product: Genuine reissue/replica
Example:- Morgan Sports Car, Bialetti Moka Express
Coffee Maker, Mont Blanc Fountain Pen etc.
Manufacturers bought back after a period of absence
Wispa was a huge success in 1981
They adopted many ways to catch the market
Some products where successful and some other were
Modern in functionality, but old in look and feel
Appeal less quality and more about style and fun
Example:- Roberts Revival 250
Retro style is a way to differentiate product
New camera takes style of Olympus pen of sixties
Adds modern digital technology
big brands are all rooted in the past.
: Tide, Coca-cola, BMW, apple...
Is Largely Based On The Regard In Which We Hold
has helped in the spread of retro.
Re-production of 1960’s telephones.
internet allows campaigns to bring back the
product from the past.
history and brand heritage is important in
any retro campaign.
appeal is either a real or imagined past that
conjures up image of a lost age.
Cadbury’s website presents a picture of oldfashioned chocolate factory with an old style bus
is here to stay
is nothing great about the present.
has always had its greatest influence when
the present looks less promising.