Why saying it once was never the strategy.<\/p>\n
Advertisers, love them or hate them, know their business with product placement and getting press. You want your client or product ever present in the cultural vocabulary or it\/they will be forgotten as quickly as yesterday’s breakfast.<\/p>\n
Entertainment and media companies understand this dynamic on a different layer. Look at Disney and Nintendo. People complain “why isn’t X making more media for adults.” Because you’re not the audience. You were never the audience short of being a vehicle to introduce your children to the brand via a nostalgia bridge.<\/p>\n
There are always going to be new five year olds who haven’t experienced Mickey Mouse and haven’t played a Mario platform game, and those children eventually aren’t interested in Mom and Dad’s crusty old SNES from the cupboard. Their friends are playing the latest Mario Kart on the Switch 2. It’s bright, it’s kinetic, it’s coded to their sensibilities.<\/p>\n
Sure, Nintendo makes games for adults, and they do it to keep that console in the house of the twenty-something so when they have kids, the entry point is ready and waiting for the next generation.<\/p>\n
Disney plays the same long game in their own right. These companies aren’t repeating themselves. They’re re-presenting to an audience that doesn’t know the product exists yet, with a focused target window that, if they can capture it, wins them the entire household.<\/p>\n
Every industry has a version of this. The message isn’t stale. The audience is new.<\/p>\n