“New and improved,” the standard sales cry of boom times, is being replaced by “just as you remember and reassuringly safe. From soft drinks such as Mountain Dew, to beer, cereal, and even camping products, “throw back” advertising and marketing tactics that elicit childhood memories (and drive sales) are the new recession trend.

“Especially in a recession,” says Andy Gutowski, partner and creative director of Object 9, a Baton Rouge–based marketing company, “everyone’s looking for some kind of comfort. And logos or products that take you back to a time when things were simpler can really trigger that emotional connection.”

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