As much as society adores the new and refreshing, these Menier Chocolate ads emphasize the comfort associated with enjoying age-old recipes.
This brand of hot cocoa beverage has been around since 1880, and a quick look at these prints may lead you to believe that their advertising strategy has remained the same since then. Alas, a closer observation reveals a single contemporary character within each frayed black and white antique photo, stealing a sip of the delicious warm mixture. In both of these ads, the other subjects of the snapshot cower at the sight of such unusual intruders.
Publicis Conseil of Paris designed this campaign to communicate the consistency in the drink's recipe over more than 100 years. The Menier Chocolate ads assert that indeed, the relics of the "good old days" have remained for a good reason.
Key Themes Behind This Trend
- Nostalgic Advertising
- Opportunity to leverage nostalgia in advertising campaigns to evoke feelings of comfort and familiarity.
- Mixing Old and New
- Exploring the combination of traditional and contemporary elements in marketing to create a unique and engaging experience.
- Consistent Recipe Marketing
- Promoting the longevity and reliability of a product's recipe as a key selling point.
Where This Applies
- Food and Beverage
- Opportunity for food and beverage companies to market their long-standing recipes as a way to differentiate themselves from competitors.
- Advertising and Marketing
- Opportunity for advertisers and marketers to experiment with nostalgic elements in campaigns to capture consumers' attention and evoke positive emotions.
- Consumer Goods
- Opportunity for consumer goods companies to showcase the consistency and reliability of their products' recipes as a way to build trust with consumers.
