# Housewife Soap Ads The Procter & Gamble Retro Packaging Designs Generate a Sense of Nostalgia By Jaime Neely | Published 2011-05-31 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/procter-gamble-retro-packaging References: [psfk](http://www.psfk.com/2011/05/pg-brands-aim-for-nostalgia-with-retro-packaging.html/) & [brandchannel](http://www.brandchannel.com/home/post/2011/05/25/Brands-do-the-Time-Warp-Again) The new Proctor & Gamble retro packaging designs for the company's laundry detergent are hoping to cause a nostalgic stir for grocery store shoppers. Products branded with the new [Procter & Gamble](https://www.trendhunter.com/trends/dawn-ezsqueeze) retro packaging are available in limited quantities and only available for purchase in the United States at [Target](https://www.trendhunter.com/trends/qtips-packaging) stores. The packaging is vintage-inspired and features the fonts traditionally found on a variety of products from the '50s, '60s and '70s, that is, less round and more stick-like than the fonts commonly used on today's products. The Procter & Gamble products that feature the throwback branding include Tide, Downy and [Bounce](https://www.trendhunter.com/trends/bounce-padel-courts). The Procter & Gamble retro packaging hopes to reach out to an older population and to generate a sense of nostalgia and reminding customers of the high quality of P&G products that has been maintained over the years. ## Trend Insights (Trend Hunter) - Score: 1.5/10 - Popularity: 17% | Activity: 20% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Key Themes Behind This Trend - **Retro Packaging Designs:** Opportunity for companies to tap into nostalgia and create a sense of familiarity with consumers. - **Vintage-inspired Fonts:** Brands can leverage retro fonts to evoke feelings of nostalgia and uniqueness in their packaging designs. - **Nostalgia Marketing:** Creating a sense of nostalgia can be a powerful marketing strategy to connect with consumers on an emotional level. ### Where This Applies - **Consumer Goods:** Consumer goods companies can benefit from incorporating retro packaging designs and nostalgic marketing campaigns. - **Retail:** Retailers can capitalize on the demand for retro packaging by showcasing and promoting products with vintage-inspired designs. - **Advertising and Marketing:** Opportunity for ad agencies and marketers to help brands develop nostalgia-driven campaigns to enhance customer engagement. ## Related on Trend Hunter - [Retro Breakfast Pasty Packaging](https://www.trendhunter.com/trends/poptarts-throwback-packs.md) - [Revitalized Pasta Packaging Designs](https://www.trendhunter.com/trends/ronzoni-pasta-brand.md) - [Nostalgic Classic Snacks](https://www.trendhunter.com/trends/classic-snacks.md) - [Commercial-Grade Laundry Products](https://www.trendhunter.com/trends/pg-professional-laundry-care.md) - [Accessible Self-Sealing Soap Packaging](https://www.trendhunter.com/trends/dawn-ezsqueeze.md) - [Comforting Fabric Softener Branding](https://www.trendhunter.com/trends/snuggle-rebrand.md) - [Vintage Dairy-Inspired Packaging](https://www.trendhunter.com/trends/cabot-triple-cream.md) - [Laundry Tab E-Commerce Packaging](https://www.trendhunter.com/trends/multipower-tabs.md) - [Nostalgic Skincare Campaigns](https://www.trendhunter.com/trends/neutrogena-remembers.md)