- Post-80s Collective memories is made by Jianlibao, a soft drink brand from China which was established in 1984.
- This video has accumulated 4 million hits and more than 25 pages of comments from Yuku.
- What is Post-80s? A colloquial term which refers to the generation born between 1980 to 1989, aged from 22 to 32 in Mainland China. —wikipidia
The new generations of kids often play i pad and smart phone as toys. They no longer crazy about traditional toys as post-80s share nowadays. Chen, a 31 year old salesman, serves at a traditional toy company. Facing the trend, the company announces the closure. Chen is depressed and decides to convene his friends to create a post 80s memorial collection displaying traditional toys. He hopes this memorial collection can save the good memories of past and encourages the post 80s. However, his friends already busy with the reality of life pressure have lack of interest in it.
Jianlibao is an old brand in China and used to be very popular. In 1990s, the Jianlibao drink was one of the best sellers in China, even had the same status with Coca-Cola and Pepsi. However, poor management and stiff competition let them get more than US$121 million debt in 2005. The company has not developed well these years so they project itself in the video. This is what marketers called a Nostalgia marketing strategy, a sentimental longing from the past with happy personal memories. It influences people’s evaluation of the advertised offer by emotion being generated from good old days.
Jianlibao hopes awaking earlier memories and creating favorable attitudes about products and the brand through this story. When consumers are stirred up by warm feelings, we could say Jianlibao brings emotional orchestration and let consumers have good first impression by the brand. I guess lots of grown-ups must be moved when Chen talks to the radio saying the lost dream and discloses some unspeakable regrets from most people.
In addition, there are two interesting features different from Deep in, the last video I introduced. Without good looking young idols and one-sided of positive evaluation, post 80s Collective memories is starred by amateur actors and has evaluations divided into extremes opinions from opposite. I read some comments from Youku, the second largest video site in the world hosting service by China and find out that some people do not appreciates the Nostalgia strategy.
” Too sensational”
“This may be touching to someone but I have to admit that don’t dwell on the past! Move forward please! This ad really sucks.”
I was trying to interpret that China’s economic is transforming with high-speed development. Therefore, some people tend to go forward and being more realistic. I am also interested about people’s attitude toward Nostalgia marketing strategy in the states and find out that some people also cannot accept it.
“Nostalgia works if a population is homogeneous which goes against what’s really happening in the US today. As an immigrant, my parents don’t have the benefit of remembering the Beatles on Ed Sullivan or any other pop culture icon since then. My parents are assimilated and extremely educated but nevertheless, I have to explain the context or history of something… It’s almost like they are not “in on the joke” or similar.”
[Call to Action!]
For marketers, they might be careful of adopting Nostalgia as a marketing strategy. Different ages or culture seem to have unlike degree of acceptance. At least, being discussed means this commercial video is successes. Do you have different perspectives of Nostalgia as marketing strategy? Welcome your comments.