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Cool Then, Cooler Now
The survey covers pop culture and trends ranging from fashion statements to classic flicks, the beloved Brat Pack and of course, popular beverages that helped define the time. Reminiscent of many classic 80s moments, including PAC-MAN™, mixed cassette tapes and the first time Americans fell in love with Madonna, the answers reveal how a diverse array of brands and trends have continued to maintain their appeal for two decades. While America’s ever-changing tastes make maintaining iconic status difficult for most brands, the survey finds that 63% of Americans believe the characteristic that most defines a brand that has stand the test of time is that it “maintains its premium, classic status.” “Bartles & Jaymes commissioned this survey to salute the brands that were loved in the eighties and are still influencing trends and pop culture today,” said Kirsten Van Sickle, Marketing Manager, Bartles & Jaymes. FashionThe survey confirms that many of the fashion labels worn throughout the 1980s have maintained their appeal by adapting to America’s evolving tastes. According to Americans surveyed, two major fashion brands continue to lead the way: 50% percent of Americans believe Reebok was the iconic shoe brand of the eighties and 57% feel that Jordache® Jeans defined the decade. Today, Reebok’s strong eye-catching advertisements with high-profile celebrity endorsements and Jordache’s iconic logo and hipster clientele have helped these brands continue to enjoy popularity among today’s trendy set. EntertainmentThere are many celebrities that have continued to grace the big screen and gossip pages over last twenty years. According to the survey, stunning actress and hot mom Demi Moore claims the coveted top spot as the “Celebrity Dream Date of both 1985 and 2005”. In the music scene, Lionel Richie maintains his popular fan base with 35% of respondents reporting they were fans of his in 1985 and 24% still profess they are his fans today. The pop star known for Dancing on the Ceiling outshines Madonna (35% in 1985; 19% in 2005) and Cyndi Lauper (37% in 1985; 18% in 2005). Likewise, British band U2 continues to enjoy success two decades later (21% in 1985; 22% in 2005). In other entertainment news, the survey reveals that 25% of Americans would buy the DVD of the Miami Vice TV series, if it were available. Not coincidentally, the DVD series was recently released and plans for a blockbuster remake with heartthrob Colin Farrell is expected in 2006. Beverages and PastimesAccording to the survey, the summer pastimes Americans enjoy today are similar to how they enjoyed spending their summers in the eighties: barbequing (34%) or hanging out with friends at the pool or beach (31%). Riding the wave of the cooler trend of the eighties, 51% of Americans report that they feel Bartles & Jaymes has withstood the test of time, and 59% report that they fondly remember the classic and unforgettable “Thank You For Your Support” commercials. Similarly unforgettable is the arcade phenomenon that has sparked today’s at-home obsession with video games. Nearly half of Americans (49%) report that they would like to see PAC-MAN make a comeback, while the growing percentage of card-playing aficionados has proved that what was cool then (50%) is even cooler now (56%). First released in 1985, Bartles & Jaymes quickly became the #1 selling cooler and has stood the tests of time for two decades. Bartles & Jaymes is sold for approximately $4 in convenient single-serve 4-packs and can be found in grocery, convenience, liquor and mass merchandise stores nationwide. Edited by Madelyn Miller, the TravelLady, who is lot cooler now than she was then. ¹ From “1980s Now And Then” survey commissioned by Bartles & Jaymes, 2005 conducted by Equation Research. A total of 974 Americans ages 21+ were surveyed and the margin of error for total respondents is +/- 3%. |
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TM
Flipping through your favorite lifestyle magazine, tuning
in to check out the latest music videos or jaunting down New York’s infamous St.
Mark’s Place is evidence that the look and feel of the eighties is back! In
honor of this timeless era, a national survey¹
was commissioned by Bartles & Jaymes®