Persil become the next brand to use the power of nostalgia in times of financial chaos!
I read a report recently that suggested Brands who adapted their messaging to reflect the current financial climate would be more likely to survive the tough times and emerge when the green shoots of recover finally do emerge.
It's now become a game for me to observe the shifts brands are taking. Already the Army has played on the 'stable salary, roof above your head, bills paid' lifestyle of the British Army and now next on the list is Persil. Sainsburys have started their 'making meals out of left-over' recipes, rather than throwing Jamie on screen with more expensive prawn ideas!
To the untrained eye, what you're looking at is merely an advert made up of old adverts under the storyline of "we've been protecting you for all these years" ; a cost effective move itself with not having to film/edit/produce brand new content. However, those clever folks behind the advertising are actually playing on the fact that amid times of chaos; where our day to day life is a struggle to survive, we subconsciously look for something well established, that sturdy oak tree that's not going to topple like everything else. Hovis hid theirs under a big anniversary celebration, but it's the same notion..."for 100 years, we've been tough but gentle too"!
To see the retro ads in full (I've not yet found the online version of the latest advert!)
