DIGITAL MARKETING


technique to give products that may be considered “old fashioned” a new lease of life. Earlier this year Bovril and Coleman’s partnered with the release of the new Dad’s Army   drink and Coleman’s mustard were included in army ration packs for soldiers serving on the front line   were ideal partners for the Dad’s Army  says “I think the compelling thing about a little nostalgia is that it adds an element of the tangible to our  and virtual world. “It takes us back to a simpler time with solid values that we all understand and know are still out there somewhere [… ] In a digital  an old and much loved classic is a great way to stand out and for lots of good and reassuring reasons.” Because nostalgia is such an overwhelmingly positive   sense that this brand association is genuine and meaningful to them on a personal level. Briscoe continues    which makes them authentic.” But this advantage shouldn’t be taken  brands to become complacent. “Nostalgia is a re-occurring trend    heritage need to ensure they   must be on brand and enhance and evolve the brand that’s taken so  


31 issue 29 winter 2016


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