By Shefali Kapadia
Tony the Tiger has adorned boxes of Kellogg’s Frosted Flakes for decades, and many consumers distinctly remember TV commercials where Tony would proclaim, “They’re gr-r-reat!” For a limited time last spring, Kellogg Canada ran a campaign that tapped into those memories.
The food giant released nostalgic versions of cereal brands and their mascots, from Froot Loops’ Toucan Sam to Rice Krispies’ Snap, Crackle and Pop. The retro Frosted Flakes featured a two-dimensional Tony, spoon in hand and tongue out, ready to dive into his breakfast.
Many storied food and beverage brands, from household confectioners to big soda names like Pepsi, are leaning on their decades of history to redesign packaging with elements of their past.
In 2022, Bazooka Bubble Gum turned 75 and commemorated the milestone with 1980s graphics on its packaging. And in January this year, Cadbury released retro packaging to celebrate 200 years.
Whether brands do limited-time launches or complete overhauls, the goal is to create eye-catching packaging that connects with consumers. Retro designs that bring up feelings of nostalgia are one key way to do that.
“It’s always a trend that evokes emotion,” said Jason Vaught, director of content and marketing at CPG creative agency SmashBrand.
SHEFALI KAPADIA 