Lovers of “retro” culture can be pleased. After almost a decade in court, the Mexican company Helados Vida has managed to obtain the registration of the “DANESA 33” brand, to use it in “ice cream stalls” in the national territory.
In 2020, several media reported that the Swiss transnational Nestlé was facing litigation in the Supreme Court of Justice of the Nation for the “Danesa 33″ brand. Internet users’ interest in the case was remarkable, many were enthusiastic about the idea of eating ice cream in football helmets again and the topic became trending topic for a couple of days. How to explain that level of interaction for a brand that had disappeared almost 30 years ago?
Marketers have studied the phenomenon of nostalgia, and their research shows that by evoking happy memories of the past, the consumer responds with loyalty and frequent social media interactions. The film industry is one of the niches that has used this feeling the most, movies like “Top Gun” continue to attract an audience that seems not to tire of sequels.
The effect of nostalgia is accentuated in certain circumstances, for example, when living far from the place of origin. Several Mexican companies have understood this and that is why they place their merchandise in pharmacies and supermarkets in the United States where immigrants usually go.
The longing for the past also increases when society perceives that the status quo has changed, for example, after a revolution. In the countries of the former European communist bloc, many people have good memories of Soviet splendor, some of the typical products of that time are still marketed with great success due to the emotional burden they represent for an entire generation.
“Danesa 33″ is a brand that originated in a decade in which Mexico was a nation with a promising future driven by oil discoveries and population growth. The world talked about us, but not because of the brutality of drug trafficking but because of the Bay of Acapulco, the Olympics and the soccer World Cups.
In those days, before the signing of NAFTA, our country continued with a protectionist policy that had limited the presence of foreign brands. There was no McDonalds, in its place was Burger Boy, the identity of urban Mexico was more distinguishable since we were not yet immersed in globalization.
I dare to say that the potential success of the “Danesa 33” ice cream parlors will not depend on innovation, as happens with other businesses, but on their ability to revive the flavors and sensations of that time as faithfully as possible. We Mexicans urgently need to remember that there were better times.