Sunrise Packaging is proud to be a Minnesota company. We take pride not only in the work that we produce, but the work that’s done around us in “L’Etoile du Nord.” That includes projects that inspire nostalgia, like any good throwback packaging.
So it was with no small amount of excitement that, when one of the lead characters of Netflix’s series “Stranger Things” appeared on screen wearing a hooded sweatshirt from none other than our local Science Museum of Minnesota, we were pumped to hear that the sweatshirt would be recreated.
And it seems that we were not the only ones. The Science Museum of Minnesota’s online store crashed upon the timed release. However, as the social media accounts for the museum reiterated, there was an unlimited supply. All told, it’s rumoured they sold over 80,000 pieces of ‘Thunder Lizard’ apparel in one day.
If that doesn’t speak to the buying power of nostalgia, I’m not sure what does.
How Nostalgia Can Inspire Throwback Packaging
“Stranger Things” is a massive hit for Netflix. Any promotion that can tie back to it–directly or indirectly–is bound to have a leg up in the bid for capitalizing on consumer nostalgia. But it’s not the only example. At the height of AMC’s “Mad Men” popularity, brown liquor (whiskey, brandy, etc) outsold vodka and *clear* liquors for the first time in decades. The ad folk’s penchant for Old Fashioneds, as well as 60’s fashion, influenced a wide variety of industries.
Don Draper of “Mad Men” fame gave a stirring pitch in season one based on nostalgia, calling it delicate, but potent. When it comes to your business, helping customers connect with your brand is key. This is where nostalgia becomes a powerful tool.
NCR Silver lists some of the ways in which we can learn from the response to shows like these.
Throwback Packaging Allows Customers to Embrace Something Familiar
Familiarity is one of the most important factors in creating throwback packaging. It might link customers’ back to their childhoods or something else in their minds. This doesn’t have to be a literal recreation, like with the examples above. Taking inspiration within the culture and finding relevant themes can achieve the same effect.
Look for Opportunities to Blend Old and New
Like we said above, throwback packaging doesn’t have to be an exact recreation. Board games are one example. While games like Clue and Monopoly have been played for decades, they’ve found new ways to entice buyers. Game makers are resurrecting old packaging styles and typefaces, inspiring memories in customers. However, they’re also adding modern, interactive features that appeal to today’s audience.
Attract Brand Advocates with Throwback Packaging
Creating brand advocates isn’t an easy thing for most industries. But from what we’ve seen, nostalgic packaging is one way there. Make sure to include hashtags, social channel handles, and other information is included on custom packaging. Not only does this generate more buzz, but allows you track more clearly as well!