1. Using the concepts in this chapter, explain why Meow Mix would return to its old advertising jingle 16 years after the company stopped using it. Many different marketers, from cat-food manufacturers to insurance firms, are evoking positive memories of the past to capture the imagination of consumers through nostalgia marketing. Whether they’re bringing back old jingles, slogans, images, logos, characters, or brands, marketers want to jolt consumers’ memories.

Feeling pressured by today’s fast-paced, high-tech world, many consumers are receptive to familiar ads and products they associate with their younger days and bygone times they remember fondly.

Meow Mix cat food, owned by Del Monte Foods, recently resumed the use of its decades-old advertising jingle, after a 16-year hiatus. The jingle is a series of “meows”

set to a simple tune that plays as viewers watch cats

“mouth” the words during the commercials. “The Meow Mix Jingle brings back a sense of nostalgia and is a classic advertising spot that many people can even recite by memory,” explained the brand’s marketing director.