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Brasil
PackTrends
2020
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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