//ojs.bakrie.ac.id/index.php/JOBMARK/issue/feed 2024-01-27T04:01:57+00:00 Bambang S. Wijaya [email protected] Open Journal Systems <p style="text-align: justify;"><span style="font-family: helvetica; font-size: small;"><strong>Jobmark: Journal of Branding and Marketing Communication</strong> is an interdisciplinary journal that focuses on branding, all aspects of marketing communications, brand management, brand communications, brand cultural studies, brand visual communications, critical branding, and all aspects of consumer behavior and culture related to the brand. Published biannually, <strong>Jobmark</strong> follows a rigorous double-blind review process, in which reviewers and authors do not know each other, to ensure the objectivity of the assessment.</span></p> //ojs.bakrie.ac.id/index.php/JOBMARK/article/view/307 2024-01-27T04:01:57+00:00 Bayu Rustam Ardamas [email protected] Mega Yuliana [email protected] Ganuardi Pradipta [email protected] Nabila Syarifa [email protected] Puji Astuti [email protected] Ratu Balqis Wiraditi [email protected]

<p>In communicating its iconic glass bottle edition of Nutrisari Jeruk, Nutrisari released an attractive advertisement on October 7, 2023. This advertisement also marks Nutrisari's 45th anniversary. This advertising approach exploits longing and curiosity and evokes specific memories about when not everyone could enjoy this 'expensive' and 'exclusive' drink product. Tne could enjoy these 'expensive' and 'exclusive' beverage products. The copywriting also includes the importance of nostalgia, citing expert statements. By highlighting audience comments via Nutrisari's social media accounts, this article discusses the relatability of Nutrisari's nostalgic messages from the perspective of <em><span data-preserver-spaces="true">Komunikasi Berasa</span></em><span data-preserver-spaces="true"> (experientially-meaningful communication) theory with its six dimensions (Wijaya, 2009): sensorial meaningfulness, emotional, rational, relevant, beneficial, and social. This study can be a reflection for brands in optimizing the meaningfulness of their campaign messages to be more connected and relevant to their consumer audiences.</span></p>

2023-12-08T00:00:00+00:00 Copyright (c) 2023 Jobmark: Journal of Branding and Marketing Communication