Magazine article Marketing

Editor's Comment: Nokia Shows the Future of Retro

Magazine article Marketing

Editor's Comment: Nokia Shows the Future of Retro

Article excerpt

As the old joke has it, nostalgia isn't what it used to be Everyone knows that reading the entrails is a dangerous business, but if looking forward is risky, what about looking back?

Cadbury's Wispa capitalised on affections for the 80s using the power of noughties media. The bubbly bar is back and here to stay, with Wispa Gold ready to cash in on support of Team GB at London 2012.

Sweet memories of childhood and confectionery: it all works. What about mobile phones, though? Doesn't our fondness for old technology work best when it's dead and buried? Witness the fashion for tattoos of cassettes and typewriters.

Well, Nokia hopes that its latest campaign (see page 3) recaptures the glory days before iPhone stole all its smartphone clothes. It has a new phone and operating system to talk about, but the creative executions feature 'tiles' reminiscent of the old 'Snake' game that was so popular on early Nokia handsets.

Will youngsters, currently nagging their parents to fill their Christmas stocking with the latest gadgets, get this reference? …

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