Culinary nostalgia is on the rise, evident through vintage-themed social media and drinks like Babycham, a sparkling perry. Created post-World War II for women by the Showering family, Babycham was marketed with a charming image in an aspirational emerging middle class. However, its formulaic gendered marketing seems dated today. Despite this, Babycham has potential for modern revival, with the brand recently repurchased by the original creators' descendants. They aim to update its image and connect with a new audience while acknowledging its historical context and challenges in contemporary marketing.
Culinary nostalgia is in vogue, as exemplified by the popularity of vintage-themed Instagram accounts and a potential revival of the quirky drink Babycham.
Babycham, created for women in a postwar world, symbolizes a charming yet outdated approach to gendered marketing in the beverage industry.
The resurgence of Babycham aims to modernize its appeal to today's consumers while exploring the pitfalls of past marketing strategies.
Babycham's comeback is led by the sons of the original creators, who hope to refresh the brand for both nostalgic fans and new drinkers.
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