JKR

Classic brand Mr Peanut is one mascot who has never been in talkies. But he is about to, in advertising with the voice of Robert Downey Jnr. The look is going back on the character’s visual heritage, and this has been reported as an interesting twist on the branded nostalgia boom triggered by the recession. Interesting because it is not retro, but “old school” – the strategy is tied to a Mintel report wherein “New Retro” is one of twelve hot new trends. In this case, I guess the modernity comes through in the scripts and the execution.

The new jkr book (“buy it here” says the shameless plug) has a long piece on the same topic. We called it “progressive retro”, but as we are not Mintel I doubt if anyone will notice or care. Nonetheless, we think it’s the smart way to exploit old equities. Nostalgia is a pleasure which quickly fades. You forget about something, are reminded of it, and are, for a moment, pleased to reflect on those happy days past. But all too soon it’s “nice to see you – good to catch up – er, look, I’ll call you, Ok?” In other words, nostalgia quickly outstays its welcome if it hangs around without any contemporary relevance for company. The smart brands take the best of the past, but project it into the future. It’s a richer (and so more engaging) approach that makes simply being retro look like a one trick pony.

Two examples of progressive retro: Quaker Oats “Go Humans Go” campaign had a timeless message, and styles it by making the mascot Quaker look like he was selling a new Apple mac, rather than a bit of comfy humanism.