Nostalgia Marketing for the Soul
Marketers and advertisers are always looking to be ahead of the game and in constant search of the next big trend, but sometimes, we just have to look back to find exactly what we need.
Nostalgia Marketing is a type of emotional advertising that relies on the warm, fuzzy feeling we get when reliving our happiest memories. According to research from the University of Southampton, nostalgia “serves a positive function, improving mood and possibly mental health.” It’s also very effective when you want to captivate customers.
Nostalgia “serves a positive function, improving mood and possibly mental health.” It’s also very effective when you want to captivate customers.
Why does nostalgia work so well as a marketing strategy? Because it’s like comfort food. It connects brands with familiar and positive feelings the target audience already has towards a face, a song, a character, an era… however, this doesn’t come without its risks.
When taking a nostalgic approach, brands run the risk of coming off as old or irrelevant. This is not about just repeating what’s worked before, it’s about using nostalgia as a hook to engage customers while still offering something new. Take the latest Mtn Dew Zero Sugar ad as an example:
This ad brings back one of the 80s’ most iconic characters to the present day. Billy (Zach Galligan) and Gizmo (Howie Mandel) from the cult classic ‘Gremlins’ are still best pals; they both have aged quite a bit, but the no-water-for-Mogwais rule is still standing… even if it comes from sugar-free soda.
Another example is Cheetos’ latest SuperBowl LV ad starring Mia Kunis, Ashton Kutcher, and Jamaican pop star Shaggy. The ad brings back Shaggy’s greatest hit (‘Wasn’t Me’) to a recurring argument on the famous couple’s life: “Did you steal my Cheetos again?”
Nostalgia can be a very powerful tool for your marketing strategy if you work it well, so don’t be afraid to look to the past for your success in the future!
