graduation company professor university mentor
Josselin
Bode
date master track
Josselin Bode TBWA\Designers Company Fred van Houten Eric Lutters 1 November 2007 Management of Product Development
Revitalizing dormant nostalgic brands from a packaging design perspective 56
Revitalizing dormant nostalgic brands from a packaging design perspective
1
2
3 Marketing literature suggests a ‘new’ and
to create that nostalgic feeling. In line
possibly ‘interesting’ variable for segmentation
with research, this project recommends
of the (grey) market — nostalgia. Elderly people
the following: to apply, test and evaluate
will probably buy products and brands
the model and its resulting packaging
which they know from their youth. Nostalgia
design; to translate the developed model
could empower a brand’s comeback. Because
into a business plan for implementation;
the Dutch population is aging, it might
and, finally, to ensure a synergy between
be possible and beneficial to revitalize
TBWA\ Designers Company, the client and
‘dormant’ brands that older people feel
the designer.
nostalgic about. The design and packaging of a product can be a useful tool in order
1
background of nostalgia
2
questionnaire results ‘associative network of Caraco’
3
the ‘new’ packaging design for the revitalization of Caraco
57