Brasil Pack Trends 2020

BrasilPackTrends2020 131 aesthetics and identity FIGURE 5.43 Functional drinks packages resembling pharmaceuticals Source: Press Release The retro or vintage packages are gaining strength in all segments and allow a psychological return to a past of less pressure, less rigor and more permissive consumption. The retro style allows successful redemptions products and brands, providing feelings of discovery or rediscovery of different generations. For cosmetics, retro products and packages refer to the times of Grandma and, in general, emphasize values​ such as authenticity, simplicity, identity, association, independence and fun (MARCONDES, 2011). Companies like Coca-Cola, Nestlé and Schincariol have realized that retro aesthetics is a great strategy to stir the emotion of consumers. Who want to confirm this now is Heinz, who is relaunching its ketchup in an old package (Figure 5.44). First marketed in 1876, Heinz’s flagship sales kept the iconic long-necked bottles and metal lid until 1990, when replaced by plastic squeezable package. The idea came from the observation that many consumers still associate the brand with a glass bottle and even question where the “antique” version is sold. The limited edition also has an original illustration on the label, to celebrate 135 years of the brand. The “vintage” version was sold until August, just in the United States. Nescau Cans, in retro version, capture the most remarkable graphics in the history of the product since its launch in 1932, in four packs from FIGURE 5.44 Retro Packages Source: Press Release Retro or “vintage” packages