Nostalgia is going to be a key theme that brands look to exploit over the coming years in Ireland due to the ongoing economic downturn. In his book, the Brand Innovation Manifesto, John Grant describes nostalgia as the “fondness for things thought of as belonging to a past era. The feeling of fondness often relates to memories of childhood.” In Ireland, the fondness relates to memories of better times. I think this picture of Monster Munch’s packaging brings this to life wonderfully.  The copy on the packaging reads “Old!  Bigger like they used to be.”

Image courtesy of David Airey.

When competitors are shrinking their product in order to focus on financial savings, it’s a very simple and effective way to communicate value and to grab consumers’ attention.


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Piaras Kelly
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