Activating Brand Nostalgia: A case study of Cuba Cola and Igloo

Abstract: Abstract Purpose: The purpose of this study is to understand the strategic choices made to activate nostalgia in the relaunches of Igloo and Cuba Cola. Methodology: Qualitative research based on primary and secondary data. Primary data was created by three interviews. Two case studies were conducted and analyzed over two time periods by applying the ‘Corporate Brand Identity Matrix’ and ‘4A:s of retro branding’ as frameworks. Findings: The paper found that both Cuba Cola and Igloo have made changes to their brand in order to activate the nostalgia in the brand identity however they used different strategies due to their differing brand architecture. We found that the most significant aspects for the strategic choices when relaunching Igloo and Cuba Cola was dependent on brand structure, heritage and vision. Theoretical and managerial implications: This study furthers the understanding of the strategic choices that can be made in order to activate nostalgia in relaunching a brand from a corporate identity perspective. The managerial implications of this study provide several practical examples and ideas of how a brand can activate the nostalgia in a brand relaunch. Originality/value: The paper is first of its kind to combine the Corporate Brand Identity Matrix and 4A:s of retro branding for the theoretical framework of a case study concerning relaunches. Keywords: Brand heritage, Retro brands, Nostalgia, Corporate Brand Identity Matrix, 4A:s of Retro Branding, Relaunch Paper type: Research paper