Nestlé UK & Ireland's 'Sweet Memories' campaign targets the 800,000 adults who suffer from dementia, memory loss and Alzheimer’s disease by bringing back some of its old branding, in the hopes of stirring up some positive memories.
To help people indulge in Sweet Memories, Nestlé takes the advice from Alison Cook of the Alzheimer’s Society, who says, "even something as simple as an old sweet wrapper can bring back vivid memories from a happy time."
Nestlé's downloadable Reminiscence Pack features some of its packaging and products from the 1950s, like Aero and Smarties, as well as printable board games, boxes, posters and chocolate wrappers, which could be a fun way to relive the past.
Photo Credit: Nestlé on Flickr
Nostalgic Chocolate Campaigns
Nestle Hopes to Stir Up Sweet Memories with Its Reminiscence Pack
Trend Themes
1. Nostalgic Marketing - The use of vintage branding and packaging is a trend that can be used to evoke positive memories and tap into consumer nostalgia.
2. Dementia-friendly Products - Creating products and experiences that are targeted towards individuals suffering from dementia can be a key trend for companies to capitalize on.
3. Experiential Branding - The use of printable board games, posters, and chocolate wrappers as part of Nestle's Reminiscence Pack demonstrates the trend of experiential branding, creating a unique and engaging experience for consumers that goes beyond the product.
Industry Implications
1. Food and Beverage - Food and Beverage companies can look into nostalgic branding opportunities and creating products targeted towards individuals with cognitive impairment.
2. Healthcare - Healthcare companies could look into ways of promoting the use of nostalgic memories as a tool for self-care and promoting mental wellness.
3. Marketing and Advertising - Marketing and advertising agencies can help companies tap into the trend of experiential branding by creating unique, multi-sensory experiences for consumers that engage with their emotions and memories.