Lime Skittles are back! I wonder if Marshawn Lynch is pumped about it (or maybe he loves the green apple flavor that replaced lime)? Why is this a big deal? Lime flavored Skittles were replaced in 2013 and nostalgic fans have been pleading with the company to bring them back. Apparently, it worked and special editions of “Long Lost Lime” packs will be sold exclusively at Walmart this summer.
It’s a brilliant marketing move by both Skittles and Walmart. It makes Skittles look like they listen to and value customer feedback. Walmart gets a new hook to bring consumers into their stores which is important as many retailers are struggling and Walmart continues to compete against online retailers such as Amazon. This isn’t the first time that Walmart has tapped into nostalgia to market to consumers. They worked with suppliers to bring back both Zima and Oreo O’s cereal (read more here). Walmart is nowhere near the first company to do this. Back in 2013 an Adweek article covered 7 brands running campaigns that were marketing by connecting to the past.
None of this is really a surprise in the age of social media posts for Wayback Wednesday, Throwback Thursday, and Flashback Friday. There’s also the resurgent growth in record and cassette sales, the return of Polaroid and film in general, and the never-ending reboots of 80s and 90s movies and TV (see Mark Salow’s blog from last week regarding Twin Peaks). There is interesting research about why nostalgia marketing works and—with some people questioning if millennials are the most nostalgic generation ever—it seems like we will continue to see quite a bit more marketing to nostalgia.
What do you think about brands using nostalgia to market products? Let us know on Twitter and LinkedIn.
— Aaron Baldwin, Senior Designer