In today's world, where marketing trends are constantly evolving, one technique remains consistently effective — evoking emotions.
Among all the feelings that brands strive to awaken in their consumers, nostalgia holds a special place. It doesn't just grab attention but creates a unique connection between the brand and its audience.
How do companies use the power of memories to become part of each customer's personal history? Why has nostalgic marketing transformed from a simple trend into a powerful tool of influence? And most importantly — how does it work in practice?
In this article, we'll look at the most striking cases that demonstrate how the past can become the key to a brand's success in the present. Get ready — this journey through time might make your heart beat faster.
Why is nostalgia a powerful marketing tool?
At its core, nostalgic marketing is a strategy that uses the power of memories and emotions associated with the past to promote products or services. This can involve recreating old advertising campaigns, using retro designs, or referencing cultural phenomena from the past.
Why does it work? The fact is that nostalgia evokes feelings of comfort, security, and happiness associated with "better times." These emotions are so powerful that they can even influence buying behavior. A study published in the Journal of Consumer Research showed that nostalgic feelings can make people more inclined to spend money on goods and services.
For a deeper understanding of this phenomenon, we turned to Kateryna Veremieieva, PR Manager of JYSK Ukraine, for an exclusive comment. Here's what she shared:
"Nostalgic marketing aims to evoke feelings of nostalgia in the consumer, correspondingly - pleasant memories and associations with the past. We all have a tendency to return to things that seem familiar to us and evoke positive emotions. For this, many consumers are willing to buy a particular product and get their dose of these positive emotions."
Kateryna also shared interesting statistical data: "According to Nielsen's research, 75% of consumers are more likely to buy products from brands they know, especially if these brands are associated with positive memories from the past. This indicates that nostalgia can significantly influence purchasing decisions."
Interestingly, millennials and Gen Z have proven to be the most receptive to nostalgic marketing. Despite their young age, they often feel nostalgic for the 90s and 2000s, perceiving them as "simpler times."
Nostalgia in the world of beverages: when taste takes you back to the past
Coca-Cola's Christmas trucks have long become a symbol of the holiday. Since 1995, these bright red trucks with a smiling Santa Claus have been appearing on TV screens, billboards, and social media, signaling the start of the festive season.
Also, in 2019, the company surprised consumers by reintroducing New Coke — a drink that failed in 1985 but got a second life thanks to a collaboration with the TV series "Stranger Things". This allowed the brand to immerse its younger fans in the atmosphere of past years and evoke nostalgia in older generations.
Who said that marketing failures of the past can't be presented as bright victories of the present? Pepsi proved otherwise by re-releasing its 90s drink — Crystal Pepsi. Launched in 1992, this clear Pepsi wasn't a sales hit and quickly disappeared from shelves. But who could have thought that 30 years later it would return as a triumphant hero?
In 2022, Pepsi decided to play on the nostalgic feelings of millennials who, as children, could only dream of trying this mysterious drink. But instead of a simple re-release, the company organized a real 90s celebration on social media. Fans were asked to show their best photos from the 90s using special hashtags. And the prize? Not just one bottle, but a whole 20 bottles of Crystal Pepsi, which caused a real stir among brand enthusiasts.
Technology and Games: When Old Becomes New
In 2016, Nintendo made millions of people go out onto the streets in search of virtual monsters. Suddenly, parks, streets, and even historical monuments turned into an arena for hunting Pikachu and his friends.
For many, Pokemon Go became a true cultural phenomenon that combined nostalgia for the beloved 90s franchise with the most modern augmented reality technologies.
Subsequently, Pokemon Go entered the Guinness Book of Records in five categories at once, including "the largest revenue for the first month" and "the fastest achievement of $100 million in revenue".
LEGO Builds Bridges Between Generations
LEGO masterfully uses nostalgia by creating sets based on popular franchises. "Star Wars", "Harry Potter", "Friends" — these are not just construction sets, but a time machine that allows adults to return to childhood, and children to feel the magic of their parents' favorite stories.
Marvel and DC sets immerse fans in the world of superheroes, while "Back to the Future" and "The Simpsons" collections appeal to lovers of pop culture classics.
This strategy allows LEGO to remain relevant for different generations, creating a unique connection between the past and the present.
Fast Food: The Taste They Remember
In 2021, Burger King surprised the marketing community by returning to its 90s logo. This decision was part of a large-scale rebranding, the first in 20 years.
The updated logo reflects the brand's aspiration for simplicity and authenticity. The familiar symbol evokes warm memories in the older generation, while looking fresh and stylish for younger consumers.
In the press release, the company stated that the new "minimalist logo perfectly matches the brand's evolution of the time".
But the changes weren't limited to just the logo. The brand updated all of its visual identity, including packaging, employee uniforms, and restaurant design. All this was done with an emphasis on naturalness and authenticity.
McDonald's, Burger King's main competitor, also isn't lagging behind in the nostalgia game. In 2016, the chain faced a challenge: how to communicate important changes in product composition without losing connection with the loyal audience?
When McDonald's decided to remove antibiotics and artificial preservatives from chicken, they launched a campaign that not only informed about the changes but also played on nostalgic feelings associated with their famous nuggets.
"There's an undeniable level of nostalgia associated with the McDonald's brand and its food," noted Britt Nolan, creative director of Leo Burnett USA, the agency that developed the campaign. "We aimed to convey these relationships sincerely and simply, so that modern parents could relate to it and gladly share it with their children."
The campaign included a series of touching videos where parents shared with their children memories of their first experience at McDonald's. This allowed the brand not only to communicate important changes in product composition but also to strengthen the emotional connection between generations through shared experiences.
Sports and Fashion: Legends Never Die
When Nike signed a contract with young Michael Jordan, few could have predicted how long-lasting this collaboration would be. The first Air Jordan sneakers, released in 1985, were so popular that Nike couldn't keep up with production. Air Jordans quickly transformed from just sports shoes into a symbol of status and style. They became an integral part of hip-hop culture, appearing in music videos and films. The phrase "It's gotta be the shoes!" from the advertising campaign became part of everyday language.
This fascinating collaboration story got a continuation on the big screen. In 2023, the film "Air" starring Ben Affleck and Matt Damon was released, telling the story of creating Nike's legendary marketing strategy around Michael Jordan.
Today, the Jordan brand is not just sneakers. It's a full line of clothing, accessories, and even perfumes. Nike managed to create a whole universe around Michael Jordan's image, where each product carries a piece of the legend.
Music and Streaming: Melodies of the Past
In 2016, Spotify created an advertising campaign that became a true bridge between the past and present. The 30-second video featured beloved characters from the cult film "The Neverending Story" — the dragon Falkor and Atreyu. Original actors Noah Hathaway and Alan Oppenheimer returned to their roles, adding special authenticity to the ad. The heroes soar in the clouds to the famous musical theme of the film, and Atreyu's key phrase "I can't believe people are still listening to this song!" aptly underlines the main idea of the campaign — the music we loved in the past continues to live in new formats thanks to Spotify.
Cryptocurrencies: New with a Flavor of the Familiar
This summer, the crypto exchange WhiteBIT launched a large-scale campaign aimed at supporting the National Team of Ukraine during the football championship.
The key element of the campaign was collectible football cards featuring players from the National Team of Ukraine, which could be purchased in the ATB supermarket chain, which acted as the retail distributor of the project. This collaboration allowed WhiteBIT to go beyond the digital space and gain considerable popularity.
Fans had the opportunity to collect full sets, exchange cards, and even win exclusive prizes. This created a real excitement among football fans and collectors, turning the campaign into a kind of national game, reminding many of the times when card collecting was a favorite pastime of children and teenagers.
It's important to note that the campaign had a dual purpose: to support the national team by drawing attention to the team and its players, and to make the world of cryptocurrencies more understandable and accessible to the general Ukrainian public.
Telecommunications: Memories Built on Connection
In 2024, the telecommunication company Vodafone impressed Ukrainians with a touching advertising campaign. The video, accompanied by Skryabin's legendary song "Old Photographs," told a story of connection built over years.
The advertisement showcased different life stages: the first SMS messages of love-struck teenagers, video calls to grandmother, important work conversations, and moments of family happiness. Vodafone managed to create an emotional narrative that appealed to the shared experiences of many Ukrainians, emphasizing the brand's role in their daily lives over the years.
Kateryna Veremieieva, PR Manager of JYSK Ukraine, also shared interesting examples of how Ukrainian companies appeal to consumers' emotions through the reproduction of familiar symbols, designs, and tastes from the past.
"A striking example is the series of 'Kyiv Cake' by the **Roshen **company," says Kateryna. "This product has been a symbol of quality and traditions of Ukrainian confectionery art for many decades. Roshen uses a classic packaging design familiar to many generations of Ukrainians, evoking warm memories of family tea times, childhood, and guests."
Kateryna provides another interesting example: "In 2020, the Obolon company released a limited series of beer in retro packaging with a design characteristic of the 1980s, when the brand was just beginning to gain popularity. Such packaging appealed to older consumers who remember those times, evoking nostalgia for the past."
What Makes Nostalgic Marketing Effective?
Kateryna Veremieieva emphasizes:
"The effectiveness of any marketing initiative is measured by quantitative and qualitative indicators of the conducted campaign. Therefore, regarding the effectiveness of using this method, we can speak from the perspective of emotional impact on consumers and how it can fuel interest in the product and stimulate sales."
It's worth highlighting several key reasons:
● Emotional resonance. Imagine suddenly hearing a melody from your favorite childhood cartoon. Your heart starts beating faster, and a smile appears on your face. This is the moment brands strive to create using nostalgia. They don't just sell a product – they gift a moment of happiness that you want to experience again and again.
● Activation of the "time machine". When you see an advertisement that reminds you of the "good old days," your brain instantly transports you to the past. You don't just remember the product – you feel the same taste of childhood ice cream or hear friends laughing while watching your favorite TV series. This emotional connection makes the brand unforgettable.
● Trust through familiarity. In a world where new brands appear every day, those that remind us of the past seem more reliable. It's like meeting an old friend at a party full of strangers – you immediately feel comfortable.
● A fresh breath of the past. Paradoxically, in an era when everyone is shouting about innovation, turning to the past can become the freshest idea. It's like an old sweater that suddenly becomes a fashion trend.
● Captivating stories. Nostalgic marketing is always a story. And if it's told correctly, you don't just listen – you become part of it, experiencing it again and again.
● Precision targeting. Each generation has its "golden years". Brands that understand this can create campaigns that accurately hit the heart of their audience, evoking positive associations.
● Viral effect. When you see something that reminds you of "your times," you'll definitely want to share it with friends. This way, the brand gets organic distribution and additional advertising without extra costs.
● Positive associations. Recalling happy moments from the past, we automatically transfer these warm feelings to the brand, which contributes to forming a positive image and increasing loyalty to the company.
● Awakening interest. Nostalgia encourages clients to learn more deeply about the brand's history, strengthens interaction, and creates long-term interest in the company, which is key for business development and improvement.
Today, in the whirlwind of innovation and technological progress, we still value those things that once brought us joy and instinctively reach for the familiar and understandable.
Moreover, examples from various fields — from beverages and technology to fast food and sports — show that properly constructed nostalgic campaigns not only attract attention but also stimulate loyalty and interest in the brand. After all, as long as we continue to value our past, nostalgic marketing will remain a powerful tool for brands that strive not just to sell, but to become part of each client's personal history.
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