How Brands Are Celebrating Their Retrospectives As A Marketing Exercise

How Brands Are Celebrating Their Retrospectives As A Marketing Exercise
Advertising

Companies are celebrating their differences and their histories as a distinctive form of ad campaign

PSFK
  • 21 february 2018

Established companies have been celebrating the histories of their brands by creating experiences to remind fans why they fell in love with them and also show how much they’ve evolved. Others have been engaging in playful battles of one-upmanship, poking fun at the competition to demonstrate how their offerings differ from one another.

PSFK researchers explored the different ways brands have marked their anniversaries and mocked competitors. Here are a few examples of special events and pop-ups:

Patek​ ​Phillipe 
Swiss​ ​watchmaker​ ​Patek​ ​Philippe​ ​hosted​ ​an​ 11-​day​ ​pop-up​ ​museum​ ​event​ ​at​ ​Cipriani Restaurant​ ​in​ ​Manhattan.​ ​The​ ​pop-up​ ​museum​ ​features​ ​hundred​ ​of​ ​Patek​ ​Phillip’s​ ​most exquisite​ ​pieces​ ​along​ ​with​ ​other​ ​very​ ​rare​ ​pieces​ ​that​ ​predate​ ​Patek.​ ​After​ ​pop-ups​ ​in London,​ ​Dubai​ ​and​ ​Munich,​ ​the​ ​New​ ​York​ ​event​ ​was​ ​the​ ​first​ ​to​ ​house​ ​the​ ​largest​ ​amount of​ ​historical​ ​pieces​ ​out​ ​of​ ​the​ ​Patek​ ​Philippe​ ​Museum​ ​in​ ​Geneva​ ​at​ ​one​ ​time.

Heinz 
Heinz’s​ ​take​ ​on​ ​the​ ​iconic​ ​British​ ​foodstuff​ ​baked​ ​beans​ ​got​ ​a​ ​makeover​ ​with​ ​the launch​ ​of​ ​a​ ​pop-up​ ​cafe​ ​in​ ​the​ ​Selfridges​ ​department​ ​store.​ ​Heinz​ ​Baked​ ​Beans​ ​are​ ​a longtime​ ​staple​ ​of​ ​British​ ​cuisine,​ ​and​ ​a​ ​press​ ​release​ ​from​ ​Selfridges​ ​announced​ ​it​ ​was marking​ ​the​ ​anniversary​ ​of​ ​the​ ​brand’s​ ​slogan.​ ​In​ ​addition​ ​to​ ​“limited​ ​edition”​ ​cans​ ​of​ ​the product,​ ​the​ ​pop-up​ ​restaurant​ ​offered​ ​several​ ​twists​ ​on​ ​plain​ ​baked​ ​beans​ ​over​ ​the​ ​course​ ​of a​ ​month.

Sprint 
Sprint​ ​launched​ ​Twice​ ​the​ ​Price,​ ​a​ ​pop-up​ ​store​ ​in​ ​that​ ​mocks​ ​Verizon’s​ ​pricing​ ​schemes, located​ ​next​ ​to​ ​an​ ​authorized​ ​retailer​ ​of​ ​Verizon​ ​in​ ​Queens,​ ​NY.​ ​Sprint​ ​also​ ​debuted​ ​a “promo​ ​film”​ ​that​ ​parodies​ ​retro​ ​car​ ​salesman-type​ ​TV​ ​commercials,​ ​with​ ​cheap​ ​graphics and​ ​a​ ​catchy​ ​jingle.​ ​The​ ​pop-up​ ​​aims​ ​to​ ​target​ ​low-income​ ​consumers​ ​who​ ​would benefit​ ​switching​ ​to​ ​Sprint.

Nescafé 
Coffee​ ​retailer​ ​Nescafé​ ​debuted​ ​the​ ​Nescafé​ ​Coffee​ ​Taproom​ ​pop-up​ ​in​ ​Toronto​ ​that took aim at​ ​Starbucks​ ​with​ ​its​ ​offerings—including coffee cups with misspelled names on them.​ ​The​ ​pop-up​ ​includes​ ​free​ ​wifi,​ ​trendy​ ​design,​ ​power outlets,​ ​fair​ ​priced​ ​coffee​ ​and​ ​no​ ​baristas.​ ​Customers​ ​scan​ ​a​ ​sachet​ ​of​ ​the​ ​brand’s​ ​instant coffee​ ​on​ ​an​ ​iPad​ ​that​ ​serves​ ​as​ ​a​ ​virtual​ ​doorman,​ ​in​ ​place​ ​of​ ​baristas​ ​and​ ​espresso machines,​ ​and​ ​the​ ​shop​ ​has​ ​self-serve​ ​hot​ ​water​ ​taps.

Companies have been finding new ways to celebrate their history and poke fun at similar brands in order to show customers why they should be fans of their brand and products. For more on this topic, check out our recent research paper, Building Pop-Up Fitness Experiences.


Lead Image: Nescafé via YouTube

Established companies have been celebrating the histories of their brands by creating experiences to remind fans why they fell in love with them and also show how much they’ve evolved. Others have been engaging in playful battles of one-upmanship, poking fun at the competition to demonstrate how their offerings differ from one another.

+advertising
+Brand Introduction
+branding
+chat a researcher
+Europe
+experiential marketing
+farfetch
+fitness / sport
+Food
+harrods
+harvey nichols
+Market Research
+pop up
+pop-ups
+sport & fitness
+technology
+UK

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