As in all things, in advertising there are also fashions. Suddenly, someone gets an ad that goes viral, the fashion ad, and everyone starts to follow that idea that becomes a trend.Then there are those ads that become fashionable or established as an idea marked by context and changes in consumers, who begin to demand certain types of ads. And then there are our expectations about what advertising and its content should be. It’s what makes crying ads resist year after year in the Christmas campaign.Context is especially important and powerful when it comes to reorienting and changing advertising. One only has to think about what happened in the economic crisis of a decade ago, when the pull of millennials and financial instability (which made the past seem much better to consumers) caused nostalgia to become a powerful engine of sale. Nostalgia was what changed the design of products, what brands used as a lever to sell and even what made colors, patterns or brands fashionable, which they even brought back from the dead.
Getting ahead of fashion allows you to stay ahead of the trend and make ad campaigns tailored Zambia Email Lists before everyone else is doing them and the underlying theme is already very burned out. Regarding the trends that were expected for these months and this year, all previous forecasts have become obsolete, blown away by the – unexpected – reality that has marked the 2020 agenda.Brands are adapting to the new normal and what this entails, but they must also understand how advertising has changed and what it will impose as a new agenda. What will the announcements look like now and what topics will they dominate?A return of emotional advertising The advertising of food and nutrition brands can be used as a guide to see it, since they have changed their content, the dominant themes and have discovered what consumers want and what really connects with them.
Ipsos has carried out a study of the dominant themes in food and beverage advertising in recent months, a study that serves to see what the upward trends are and what will dominate advertising in the immediate future.In general, it could be said that we have returned to emotional advertising and that emotions have become the recurring element used to reach the consumer. More specifically, the two key emotions that function as uptrends can be identified.Nostalgia and connection The first of those emotions is, unsurprisingly, nostalgia. It is not only that he is more present, but he also gets a good response. The conclusions of Ipsos indicate that the ads that activate nostalgia in consumers manage to be 2.5 times more motivating than those that do not use this resource.The data is in line with what studies a decade ago had already shown us. Thus, for example, it had been concluded that nostalgia makes you spend more and consume with less doubts.
If something makes us nostalgic, we buy it and we do it without much doubt.To this is added the second great emotion, that of feeling connected with others. Right now, consumers want that group feeling, of being together. In fact, in the food market, Ipsos recalls that new rituals are being created when it comes to cooking at home, consuming products and creating experiences.The two emotions are linked to two consumer needs. On the one hand, they want to connect with the past, which they see now as happier and as something more positive. On the other, they want those things that make them feel safer, more comfortable. It was, let’s not forget, what was already pushing us to nostalgia in 2010.