Have you noticed how brands that have been around along time are now reminding us of that fact as we are in a recession? Obviously it’s all about reassurance, dependability and to some degree, comfort. Brands often live longer than people and their enduring history gives us a sense of stability. Some of the brands we are still buying today have survived depression, recession and two world wars, so what’s the problem?
It reminds me of a great quote by American Impressionist Jimmy James who when talking about singer/actress Cher and her perseverance and longevity said -
“After the nuclear holocaust, all that will be left are cockroaches and Cher”.
I think brands are reminding us of their CHER factor. Relentless survivors, always there no matter what, albeit with a few makeovers and touch-ups.
Examples include HOVIS and their historical epic of a TV ad as well as nostalgic print ads. Persil, currently celebrating 100 years of tough but gentle cleaning with TV ads that show the brand through history as well as how the pack design has morphed through time. Nestle Milky Bar, again morphing the pack design through its long history and a current Uncle Benns Print Ad reminds consumers of the good value of rice for family meals, with the character of Uncle Benn saying “I’ve been through a few of these recession thingys myself.”
When it comes to Cher, other stars may come and go, but she is reassuringly always there for us…..sequins and all. So it is with some old and familiar brands. The show MUST go on!