Brand owners of some longtime consumer products are trending back to their heritage, presenting those products in packaging that invokes nostalgic feelings about the brand. In the process, the idea is to generate a new generation of loyal consumers.
MillerCoors is a recent example of a brand owner following this marketing approach. The company is celebrating the history of its Coors Banquet western brew with four commemorative heritage cans available through March.
The cans celebrate the brand’s rich history by featuring the actual can designs from 1880 to 1959, complete with the brand’s story.
“Through the release of these heritage cans and the ‘Grab a Piece of the Legend’ program, we’ll continue to celebrate and share our past while creating new stories with our loyal customers,” says Chuck Buckingham, Coors Banquet brand manager.
MillerCoors’ heritage packaging follows a similar approach taken by such companies as Shure, with its SM 57 Instrument Microphones, and WD-40 Co.’s recent turn-back-the-clock packaging.
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