I don't know if you ever collected such a thing when you were a child: paper coupons
Carefully tear them along the dotted crease and size them according to different paper colors or food categories.
When the family is ready to take themselves to the fast food restaurant, they will choose carefully and make difficult choices.
The owner of the circle in my childhood especially liked this process, and later I always felt that it was a lot less fun when I didn't have this kind of coupon.
But recently, the owner found out that this kind of coupon actually appeared at McDonald's again!
So everyone in the comment area also started a wave of memory killing, and they all took out their collections at the bottom of the box.
Although it was a K Kee coupon that was taken out, it didn't prevent everyone from being nostalgic together.
It turns out that there are also people who will tear it neatly and put it away like the circle owner.
There is also an exclusive coupon for the package that was launched with McDonald's during the release of the first Minion movie.
Not only the memories of the post-80s and 90s, but also many post-00s have also caught up with the time of paper coupons.
Just as paper books are still the irreplaceable white moonlight in many people's hearts, this kind of paper coupons have more significance in the electronic age.
But having said that, although McDonald's has reproduced the former paper coupon from the appearance this time, it actually does not have the function of restoring the coupon.
It is understood that this is actually a leaflet designed by McDonald's to celebrate the 88 Gold Powder Festival recently.
McDonald's, you know what it means to kill memories...
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On Children's Day this year, McDonald's launched a toy walkie-talkie from the perspective of childlike innocence.
Judging from the feedback from consumers, everyone is willing to pay for their feelings, or to fill the lack of childhood, or to borrow toys to regain childlike fun.
As a retro communication tool, the walkie-talkie has become a unique carrier of feelings in the context of the digital era.
While evoking childhood memories, its functionality also satisfies the social needs of contemporary people.
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In fact, Nokia, the long-established mobile phone manufacturer, is also creating a sense of nostalgia on communication tools.
In May this year, the new version of the Nokia 3210, which reproduced the 1999 model, was sold out as soon as it went on sale.
And how does this mobile phone use its nostalgic attributes to make consumers in 2024 buy a 25-year-old style phone?
1. Tears of the times
First of all, the Nokia 3210, which came out on the eve of the millennium, can be said to represent a classic product of a new era.
In recent years, the retro wave has made the Y2K style popular, and the millennial style, which combines retro and futuristic elements, has become a popular trend.
In the advertisement for the new Nokia 3210, we can also see the promotional copy like this: "Classic remaster, back to 1999"
The era node has become the memory of the times, and it has also become the entry point of nostalgic feelings.
2. The function hits the retro fever
This Nokia can explode, and to a certain extent, it is inseparable from its peers.
The retro trend not only blows the wind in dressing style and social language, but also integrates retro elements into the popular photo style of young people.
As a result, the old-fashioned camera CCD, which can create a nostalgic and retro atmosphere, has been hyped up in the consumer market, so that the price far exceeds the actual value of the product.
Therefore, Nokia's 3210 released this year has become a CCD replacement with a price of less than 400 yuan, as well as its own "grinding atmosphere" 2 million pixels, and it is more than CCD4G mobile communication、Music playback、Payment and other functions。
3. Consumers tell stories for brands
Just like McDonald's paper coupons, there will always be someone who will cherish some memories.
Once the shadow of a brand's product appears in these memoirs, the connection between the brand and the user is formed.
I used to own a Nokia phone, which was a gift from my family and a prize for a competition.
That Nokia may have been bought back with frugality, and when I saw it, I could always remember the difficult and embarrassed life I was at that time.
Perhaps, as this netizen said, what everyone misses is not Nokia, but who they were back then.
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For "nostalgic marketing", Philip · Kotler, the father of modern marketing, once said: "Give consumers a certain nostalgic element stimulation in marketing activities, stimulate consumers' nostalgia, and evoke common symbols in their deep memories to trigger purchase tendencies." ”
01. Brand elements that occupy the minds of consumers
For example, we often see brands announcing the return of classic products, carrying with them the same brand memory as consumers.
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Or make upgrades on the basis of the original products, which is reflected in the return of old domestic products to the public eye.
Faced with the problem of the renewal of old products and the coexistence of new and old products, Longhu brand cool oil still retains the classic red can packaging on the basis of innovative products.
Because many people say that the old packaging has been deeply rooted in the hearts of the people, the perception of the brand largely comes from the old packaging.
However, for the problem of difficult screwing of the old packaging, Longhu has launched another new packaging, which has been upgraded in appearance and design.
The popularity of old domestic products such as bee flower, pechoin, and Yu Meijing is also inseparable from the influence of nostalgia on consumers' purchase decisions.
In this way, the brand will never reach 100% of the development of the classic product
02. Representative memory symbols
As a classic symbol that can represent a generation and an era, nostalgic elements with the aesthetics and cultural sentiments of the era can create a certain communication phenomenon and brand effect.
Many brand co-branding will choose IPs with memories of the times, such as "Havoc in Heaven" by Luckin and Shanghai Fine Arts Film Studio
Nayuki's Tea and Harry Potter
Heytea co-branded movie "The King of Comedy" and so on.
Not only are there visual stimuli, but specific smells and tastes are also factors that trigger consumer memories.
The White Rabbit, which we all ate in childhood, co-branded with the Scent Library to launch products such as perfumes, shower gels, body lotions, hand creams, and car aromatherapy with the scent of White Rabbit.
Attract consumers' attention with exclusive scents, recreate the good old days in new scenes, and enhance brand favorability.
Consumers are more inclined to buy the brands associated with symbols because of the nostalgia they represent.
These nostalgic elements can be literary works, movies, TV series, childhood toys, games, food, etc., or they can be embodied in physical or virtual memory scenes, realized through products or services.
But any consumer mindset is fluid, and the empathy tracks created by nostalgic marketing don't necessarily carry the majority of people.
Therefore, the nostalgic content produced by the brand should be based on the in-depth insight and understanding of the current consumers, and find the precious nostalgic elements that are closer to the public's memory point and make use of them, so as to impress consumers with the healing and charm of nostalgic emotions.