• Wall Street Journal , Tuesday, November 4, 2008 10:45 AM

Faith Popcorn, CEO of marketing firm BrainReserve, says "people are looking for warm, cozy places to curl up in" in the current economic climate. Marketers like Pillbury, MasterCard and Ragu are aiming to gratifying them.

Some brands are even reviving old advertising to remind us of happier times. Johnson's & Johnson's "I am stuck on Band-Aid brand 'cause Band-Aid's stuck on me" jingle is airing on TV, and so is the familiar "I don't want to grow up, I'm a Toys 'R' Us kid," Stephanie Kang reports.

"It brings people back to a happier, warmer place, back to when they were kids," says Greg Ahearn, svp of marketing at Toys "R" Us.

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