Stuart Fogarty is a former President and Fellow of The Advertising
Institute (IAPI); Board Member and Fellow of The Marketing Institute; Chairman
of The Advertising Press Club; Board member of The Publicity Club; former Ad
Agency CEO and Owner of Ireland’s largest Ad Agency McConnell’s; Founder member
of Core Media: Founder of ICAN; Founder of Club Internet (floated Nasdaq March
2000 as Via Net Works).
He currently runs AFAO’Meara Advertising, Admatic AdTech and
Streamabout the Video Agency.
Après Pandamonia.
The iconic Queens pub in Dalkey is to close for good.
Another viral middle-class tragedy in itself, but as I walked past
it this week, with my over ear headphones I remembered the last time I was there.
The innocent
days of watching that really funny comedian, Barry Murphy. Or so he says.
Now I did a little work for ‘Après Match’ programmes gathering old
TV commercials, which the boys would funnily re-voice. You know the ones - Lyons
Black & White minstrels, 50:50 cashback, taking the horse to France, like
you see too, on ‘Reeling in the years’.
But it was a popular spot in ‘Après Match’ as everyone went “Ahhh,
do you remember that!”
Because it was a bit of home.
A bit of the good old days, pre-pandemics, like the long hot
summers of our youth (which never actually happened, but it is how we like to
remember them).
Home.
The place you went at 47 during your “messy divorce”. Or
when you were just stuck for a few bob. And the comfort of that bedroom you
grew up in.
With that went the brands of home. Packets of Barry’s Tea in a pot
of leaves, Olde time Irish chunky cut marmalade on the heel of fresh Brennan’s
Bread, Marietta biscuits with real foil kerrygold butter. Mince from the
butchers, bones for the dog.
I think that’s what’s going to happen now.
The brands that will
resurge first, are the brands of our past that we trusted. And with them,
should be some of those old commercials. “I’d like to teach the world to sing”
is awaiting resurrection. So too Guinness ‘Ta Siad ag teacht’ or Joe McKinney’s
dance.
The Covid survivors will turn to trusted, (and Irish) brands, for
past comforts as well as a sense of duty, as they’ll see it. They’ll support
Irish brands to support themselves. ‘Buy Irish’ could even make a comeback.
The old commercials, revitalised, will bring back those better
memories of better days and with added low production costs, immediate
affection and awareness. Or the new ones should now reflect on that simple
messaging. What the brand does and how you get your hands on it. Do not over
egg the advertising pudding.
Old reminiscent packaging, will sell.
Vegetable markets with
people in aprons will thrive (or faux retailers who re-imagine) bringing
comfort and value. Letter writing and cards will make a comeback, so too
stamps, walking to the shops will even be fashionable.
Books, real books and vinyl
records. Camping, home cooking, garden living and public hug greetings.
Authentic pubs, wholesome restaurants, driven by nice welcoming
owners and no longer, by pretentious Influencers. That game is over since we’ve
had a taste of the real world and the new work/life balances.
No flashy Advertising either, tell it like it is with evocative emotion.
The simple things of early marketing will return.
I tell brands that – go back to heritage, beliefs and history.
Re-imagine your past. Because that’s what people
will want now (they’re not consumers anymore), as the light slowly re-emerges.
A taste of home, a taste of the olden days, trust and reassurance. A pint of
plain.
The future of Advertising and brands now, is hidden in the past.
And we’ll even look for a joke from the great king of comedy, Barry
Murphy.
(If of course, he still has one).
