Retro commercials possess a unique, nostalgic charm. Back when the Internet wasn’t as widespread, access to information was limited, and viewers had no luxury of fast-forwarding. This made retro commercials a powerful tool in influencing purchasing decisions. For example, just take a look at the Michael J. Fox Diet Pepsi ads from the late 80s.
These commercials, featuring the beloved actor in humorous and engaging scenarios, effectively combined celebrity endorsement with a narrative style that captivated audiences. They not only boosted Diet Pepsi’s market presence but also established a template for future advertising: using relatable storytelling and celebrity appeal to create memorable, emotionally resonant commercials. A well-crafted commercial could captivate an audience and leave a lasting impression, paving the way for more innovative and impactful advertising strategies in the next decade. Below, we take an in-depth look at three notable health and nutrition commercials from the 90s and how the companies that launched these products market today.
Robitussin DM Mom Commercial (1996)
Likening managing a family to managing a business, the Robitussin DM Mom commercial showcased a coughing mom dealing with her daily tasks, like preparing lunch for the children or handling cash flow issues, with the help of Robitussin DM. These illustrated the effectiveness of the product in relieving coughs and chest congestion, allowing mothers to get through the day without interruption. In these ads, Robitussin is portrayed as a reliable remedy for cold symptoms, providing fast soothing relief so that moms can take care of their families even when they are under the weather.
Comparing the 90s commercial to today’s advertising reveals a shift from emotional, family-centered messaging to a focus on safety, quality, and transparency. In January 2024, parent company Haleon recalled eight lots of products due to microbial contamination. Modern consumers demand stringent safety standards, especially after the FDA recalled several brands of cold medicine in the early 2000s for their usage of pseudoephedrine in their products. Haleon’s voluntary recall underscores the company’s current commitment to safety and quality, potentially bolstering consumer confidence and building off of the accessible marketing from previous decades.
WeightWatchers Quick Control Plan Commercial (1992)
The 1992 WeightWatchers commercial advertised the company’s “Quick Control Plan,” a novel weight loss program at the time. WeightWatchers leader Gladys DeLuca introduced the plan’s pre-planned menus and easy preparation, promising a hassle-free way to achieve weight control. The ad’s simplicity resonated with those seeking structured yet straightforward weight loss solutions that would allow them to “Get in shape this summer.”
Today, WeightWatchers has evolved significantly. While the core principle of structured weight loss remains, the company now emphasizes overall wellness and sustainability. Modern marketing campaigns take care to educate members on the ins and outs of healthy weight loss, starting with the difference between obese and overweight to emphasize the need for tailored treatment. That’s because obesity is now widely recognized as an abnormal physiological condition that requires a multifocal approach beyond simply dieting, including medical intervention and lifestyle changes. You can see these principles reflected in WeightWatchers’ current commercials, which take more personalized, holistic approaches like “Love how good healthy feels” or “Let’s put our health first.”
Gatorade “Be Like Mike” Commercial (1991)
The “Be Like Mike” campaign by Gatorade debuted in 1991. As the tagline hints, this commercial featured Michael Jordan in various moments on the basketball court: playing professionally with his team or just having fun with young players who also enjoy the sport. This aimed to capture the spirit of athleticism and aspiration, encouraging viewers to hydrate with Gatorade to emulate Jordan’s success. Its catchy jingle and vibrant imagery made it a memorable ad of the decade.
Gatorade continues to dominate the sports drink market today. The brand’s marketing prioritizes endorsements from a diverse range of athletes, from Jayson Tatum to Caitlin Clark. With Gatorade’s continued success, it’s unsurprising that Jordan retained his endorsement as well. In 2024, he joined the company’s newest ad campaign, “It hasn’t changed.” This brought back the signature Gatorade-colored sweat, which was a staple feature in past promos that dominated pop culture in the 90s. These current commercials aim to reinforce the brand’s legacy, positioning Gatorade as a symbol of athletic excellence to newer audiences and older generations alike.
As the health and nutrition industry evolves, these retro ads remind us of the foundational values of trust and reliability while highlighting the progress in understanding and approach to health and wellness. For more on retro and pop culture, check out all of our other retro-related articles here at Geekster and The Retro Network!
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