Nostalgia, a bittersweet longing for the past, has become a powerful tool in modern marketing. Brands across all industries are embracing this powerful emotion to connect with consumers on a deeper level, and many companies seek to capitalise on nostalgia's power to drive growth and innovation. Cadbury, the iconic British confectionery brand, continuously uses its rich heritage and traditional brand imagery to evoke broad and varied appeal among consumers. One of Cadbury's most notable marketing successes in India was its long-running "Kuch Meetha Ho Jaaye" campaign. Launched in the early 1990s, this campaign became a touchstone for moments of celebration, with the central theme of these campaigns being simple yet profound: "Chocolate is not just a treat, but a symbol of relationships and love." Cadbury pulled off a masterstroke in nostalgia marketing when it decided to recreate its famous 1993 cricket advertisement. The original ad featured a young woman running onto a cricket field to celebrate her boyfriend's century, dancing with joy. It was the grandest representation of instant pleasure and love, symbolising the thrill of the game and also the suddenness and exuberance of life. Thirty years later, in 2021, Cadbury reprised this ad with a gender swap. This modern version tapped into both nostalgia and changing gender roles, successfully showing that moments of joy and achievement are universal and not confined by gender roles. It paid homage to the original while acknowledging the progressive changes in society, thereby appealing to both older consumers and a new generation. With repeated branding and timeless advertising, Cadbury has built trust and familiarity that few brands hold. It pulls off using nostalgia effectively because it understands the cultural moments that would evoke emotions in its audience's hearts, subtly reminding customers of simpler times while still remaining relevant in today's fast-paced, technology-driven world. For older consumers, Cadbury evokes cherished memories of simpler times, childhood treats, and the comfort of familiar flavours. As millennials and Gen Z grow up in a world that is vastly different from that of their parents, Cadbury must continue to innovate while holding onto its core identity. The 2021 ad is an excellent example of how the brand successfully tackled this by blending nostalgia with modern-day sentiments. Nostalgia serves as a comforting feeling of familiarity in a world that is never short of flux or uncertainty. Cadbury has skillfully tapped into nostalgia, weaving together cherished memories and emotions that deeply resonate with consumers. The brand has thereby created a lasting legacy transcending the simple act of chocolate consumption.
29 Oct 2024
Khushi Mohanty
