There are times when this is appropriate; there are others when this kind of execution is just plain annoying. In my opinion, this was wasted air. We all know what Alka-Seltzer does. We all pretty much know what it's for. When you take the product benefits and usage directions and distill it down into a jingle, it just kills the idea. I wonder if there was a battle in the meetings, and the creative essence of what once made the campaign great was cast aside. If you're going for the "new nostalgia," it should at least retain some modicum of what made it iconic in the first place. To me, "plop, plop, fizz, fizz," should have a wink, not a Matchbox 20 riff.
"New Nostalgia" can be a slippery slope. On one side, it can be a robust reintroduction of a product or an idea that has real impact. V8 did a good job of keeping the purity of the original while giving it a relevant spin. On the other side, it can be actively annoying and do more harm than good.
What sucks, though, is that I can't get that Alka-Seltzer song out of my head.
Is "new nostalgia" a viable brand execution? Or is it just an attempt to revisit something because a brand may not have new ideas bubbling up?
What are some of the best "new nostalgia" products/brands out there? The worst?
Did you get a headache reading this? And do you need an Alka-Seltzer about now?
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