Making a New Appeal Using Vintage Images
September 18, 2009, The New York Times — WITH the economic downturn kindling a longing for less volatile eras, many companies have turned to nostalgia marketing. Examples are Volkswagen, featuring a 1964 Beetle in advertisements, General Mills, selling Cheerios and other cereals in retro boxes, and Nationwide Insurance, resurrecting its “Nationwide is on your side” catchphrase.
Now a charity is about to test if that approach to consumer goods also applies to good deeds. The American Lung Association is introducing a campaign for its century-old Christmas Seals fund-raiser that weaves vintage Christmas Seal images into contemporary advertisements.