The retro “trend” heralded by Wispa and Monster Munch already feels so September ‘08 doesn’t it? A few weeks on, the “I  1980” approach seems a little tarnished. Of course this is indicative of retro branding’s problem. “Retro” exploits our nostalgia for youthful memories, but such yearnings are quickly sated when the brand is brought back. Initial interest quickly gives way to a law of diminishing returns and the novelty fades. “You have delighted us long enough”- as (allegedly) a record company once told Van Morrison when declining the chance to renew his contract.

Plenty has been written noting the potentially short-term outlook that the retro trend suggests, its lack of innovative fire and the sense that initially impressive sales figures might be as short-lived as deely boppers’ time in the sun. Which is all perhaps a case of thinking too hard about the topic. After all, if a good profit can be turned from raiding the archives (and Wispa has significantly lifted Cadbury’s chocolate sales, with the firm expecting growth of 4-6%), where is the problem? What follows however, are a few thoughts on brands and categories which are playing the retro card well…

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