Nostalgia Marketing and How Brands Recreate a Time From the Past
Step into the time machine of nostalgia marketing, where brands masterfully recreate eras gone by. Discover the power of memory and emotion in shaping consumer behavior, and how savvy businesses leverage this to forge deeper connections with their audience.
Nostalgia marketing
Connect your brand with positive concepts or ideas from the past to evoke feelings of comfort and security
- It has become more popular in recent times because it works
- Researchers at Washington State University, College of Business and Economics, studied the responses of consumers to nostalgic versus non-nostalgic ads and found that consumers who saw nostalgia-themed ads rated the ad and the advertised brand more favorably
Find occasions to leverage nostalgia
Rebranding
- Announcing a change in business goals or direction
- Celebrating a milestone or anniversary
- Square Loyalty
- Creating merchandise or limited-edition products that tie into the occasion and reward customers who buy products during this time for their loyalty
Social media
Use hashtags such as #WaybackWednesday, #ThrowbackThursday, and #FlashbackFriday to boost visibility.
- Insert payment links in your social media posts so customers can pay you quickly and without hassle – right when those nostalgic feelings are at their peak.
Why nostalgia marketing works so well
Studies on autobiographical memory have shown that when we are reminded of episodes from our past, we re-experience the emotions tied to the original episodes.
- Nostalgic campaigns remind your customers of those episodes that once made them feel good.
Examples of Businesses Using Nostalgia as a Marketing Strategy
Coca-Cola: The iconic brand has used nostalgia so well that a bottle of Coke reminds most people of family celebrations at Christmas.
- Johnny Doughnuts: Uses classic recipes from the 1920s, emphasizes artisanal food preparation, and serves hand-glazed doughnuts that remind customers of simpler times
- Walmart: Uses nostalgia for its grocery pickup service advertisement by using familiar pop culture vehicles like Jurassic Park Explorer, Cinderella’s pumpkin carriage, and the Mystery Machine from Scooby Doo.
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