Why a gin maker invented its own history:
Hendrick’s gin looks like it has been plucked out of the Victorian era. But the brand was launched in 1999.
All this is a twist on “nostalgia marketing”, a common term in contemporary advertising signifying a brand using its history to excite the imagination of consumers. According to a recent study published in the Journal of Consumer Research, feeling nostalgic “weakens a person’s desire for money” – or, to be more direct, encourages them to buy lots of stuff.