Thirty years after Virtual Insanity first appeared on our screens, Jay Kay is back in the moving room, this time with a Beefeater 0.0 in reach. It's a clever bit of nostalgia marketing, but its success isn't simply down to reminding people of the 90s. Marketing has been feeling particularly nostalgic lately. Old logos are being resurrected, discontinued products are returning to shelves and brands are rummaging through their archives for campaigns, characters and packaging th

La Vieille Ferme spent decades building a French wine brand. Then customers started calling it “Chicken Wine”. Instead of correcting them, the brand embraced the nickname, and this summer it has led to perhaps the most obvious collaboration imaginable: KFC. Brands spend an awful lot of time deciding what they want us to call things. There are naming workshops, positioning exercises, brand guidelines and carefully approved terminology, all designed to make sure customers descr

August is usually supposed to be one of the quieter months in marketing. Half the industry is on holiday, inboxes are filled with out-of-office replies, and everyone collectively agrees that anything non-urgent can probably wait until September. Apparently, nobody told the brands. This month we've seen KFC turn a customer-created wine nickname into a real-world collaboration, Aldi attempt to solve the surprisingly serious problem of choosing the wrong shade of rosé, and Busch