, APAC
225 views
Photo by fauxels: https://www.pexels.com/photo/woman-pouring-juice-on-glass-3184192/

When nostalgia hits: APAC F&B brands bank on ‘throwback marketing’

About 3 in 5 consumers are influenced by how familiar products and services feel.

Food and beverage (F&B) brands in Asia Pacific are relying on “throwback marketing strategies” by releasing retro and vintage-themed product recipes, packaging, and marketing content to attract customers amidst uncertain times.

Tim Hill, Key Account Director at GlobalData Singapore, said that consumers are longing for the “simpler times of the past” at a time of growing geopolitical tensions, persistent inflation, and fears of economic recession.

“In light of the growing stress, consumers are instinctively drawn to comfort foods with flavours, aromas, and visual cues that harken to memories of their childhood or youth,” Hill said. 

“The authentic and familiar features can serve as an emotional anchor for them in uncertain times,” he added.

ALSO READ: H&M South Asia weaves sustainability, affordability into the fashion scene

Hill said 59% of APAC consumers are always influenced by the “familiar/trustworthy/risk-free” feels when purchasing products or services, whilst retro styles appeal to younger generations.

Bobby Verghese, consumer analyst at GlobalData, cited MAMEE-Double Decker which launched in March a limited-edition line of their classic noodle snack, with a packaging label featuring its classic blue mascot in the 1970s.

Bidor Kwong Heng also adopted a classic packaging design for its Angel line of sauces in Malaysia, whilst Pepsi-Cola relaunched Pepsi Blue in the Philippines in 2022.

“Infusing vintage elements of yesteryear pop culture, historical, or social references into contemporary product and packaging formats allows companies to subtly hint at their longevity and heritage, without diluting their modern and trendy image,” he said.

Hill added that this strategy was also widely used in China during the pandemic.

Meanwhile, Verghese said, F&B brands can also hinge on throwback pricing from the 1980s or 1990s through a limited-time offer to attract consumers amidst inflation.

Marketers also need to time the campaign for a successful launch and it also needs to be “contemporised” to align with present cultural and social sensibilities despite targeting older consumers.

Follow the link for more news on

Kawan Lama Indonesia mengaburkan batas antara belanja online dan offline

Pengunjung  platform e-commerce grup, Ruparupa.

Toys ‘R’ Us Asia mengandalkan ‘Kidult’ untuk mendorong penjualan mainan

Remaja dan orang dewasa berusia 12 tahun ke atas semakin banyak membeli brand mainan ikonik dari era 80-an dan 90-an.

MINISO membuka toko terbesar di dunia di Jakarta

Peritel asal Cina, MINISO, menargetkan ekspansi hingga 1.

PUMA bidik konsumen muda tech-savvy di TikTok

Produsen pakaian olahraga terbesar ketiga di dunia ini memanfaatkan influencer lokal untuk terhubung dengan pasarnya.

Mengapa e-commerce perlu beralih ke prioritas yang customer-centric

Pengalaman shopper yang terintegrasi di platform fisik dan digital sangatlah penting.

Bagaimana peritel dapat sukses menjangkau pasar Gen Z yang terus berkembang

Secara global, Gen Z diperkirakan akan memiliki total pengeluaran konsumen sebesar $12 triliun pada 2030.

K3Mart memadukan budaya Korea dan produk UMKM lokal dalam satu gerai

Convenience store itu menyediakan perbandingan produk impor dan produk lokal sebesar 50:50 di 30 outlet mereka.

Bagaimana L’Oréal memanfaatkan teknologi digital untuk menjadi ‘beauty life companion’

Menggabungkan data, kreativitas, dan teknologi mutakhir untuk membentuk ulang pengalaman konsumen.

Ayala Malls mengambil langkah berani ke arah redevelopment berteknologi tinggi

Inti dari transformasi ini adalah experiental store yang menggabungkan belanja dengan inovasi teknologi terbaru.