We are all moved by nostalgic images, words, music, scents, and tastes that transport us back in time. It could be the sound of a plane flying through the sky, the smell of a summer hot dog, or a picture of your favorite toy. Nostalgia for special moments and places in our lives arises when the experience evokes positive memories. We remember it fondly.
Many brands have focused on familiarity and friendliness over the past year. That's why we're considering nostalgia marketing as a digital trend for 2021. That's why we've seen references to the past pop up all over Super Bowl commercials, from the cast of Cheetos' signature “That '70s Show” to Uber Eats' Wayne and Garth. Seeking solace in the past has become a coping mechanism amid current challenges, and brands have been right there to provide the cure.
Here are some recent examples of nostalgia marketing that might make you travel back in time, too.
Duncan Hines and Fruity Pebbles
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Leave it to Duncan Hines to take us back to our childhoods with his Fruity Pebbles cake kits. The kit celebrates the cereal's 50th anniversary, but it's hard not to feel nostalgic for those who spent their mornings with a bowl of Fruity Pebbles, an episode of The Flintstones, or a hit TV show at the time.
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mountain dew and bob ross
Perhaps one of the more thorough nostalgia marketing campaigns of recent times has been that of Mountain Dew. The beverage brand created a YouTube episode hosted by the late Bob Ross (using various technologies and body doubling to do so), putting the brand at the center of his 1980s-style painting lessons. Ta. The campaign was promoted through TV spots, influencer marketing and online auctions.
gucci and loewe
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Luxury fashion brands are also finding success with nostalgia marketing. Gucci is promoting Donald his duck apparel collection on social media. Over the past year, they have also released collections featuring Doraemon and Pokemon. In January, Loewe announced a ready-to-wear and accessories collaboration featuring Totoro. Both brands leverage nostalgia in hopes of forging emotional bonds with their audiences, and one study found that customers are willing to pay more for a product. , they are less likely to cancel.
Netflix
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Streaming services are no stranger to nostalgic shows, but 2021 has seen a genuine enthusiasm for streaming services. After the success of last year's Cobra Kai and The Queen's Gambit, it's clear that audiences aren't just craving content, they're devouring it. As part of its digital marketing campaign, Netflix is offering a nostalgic look at periodic flashbacks to the 1970s and 1980s with Firefly Lane and The Last Blockbuster, a nostalgic documentary about the brand's demise. I'm restoring it to something new.
coleman
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This outdoor recreation brand is iconic in its own right. So it's no surprise that when we promoted vintage gear on social media recently, there was an element of nostalgia at play. In fact, this post received the highest engagement, showing that this type of throwback content is exactly what connects with audiences the most.
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Where is Nostalgia Marketing Heading for the Rest of 2021?
The future is very unpredictable, but given the digital trends we've seen in nostalgic marketing so far, it's safe to say it will take center stage for the rest of the year. As in-person events increase and people move more frequently, we can expect a digital shift to other areas such as print, signage, out-of-home (OOH), and collateral.
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