Out with the new and in with the old

Disney is releasing remakes of classic movies, Stranger Things has dropped many references to old films, and brands are tapping into the reminiscence of consumers through nostalgia. Nostalgia is a sentimental yearning for days gone by, where we look fondly (and often with some sadness) upon memories of what was. From Uniqlo and their 90’s-themed t-shirts to Coca-Cola’s glass bottles, nostalgia is a powerful marketing tool.

Why are brands invoking the good old days?

There are tangible benefits to using nostalgic marketing. Nostalgia has a positive effect on brand trust and brand attachment. Additionally, when nostalgia is evoked in consumers, they are more patient and willing to wait. Nostalgia often stems from a lack of belonging which can be triggered by individual experiences or the broader social context – turmoil and changes in the world can impact a person’s sense of belonging. These changes and insecurities in the world can increase consumer preferences for nostalgic products.

What makes nostalgia marketing so successful is the creation of enchantment. Products and brands can take on myth and magic, a quality that is seemingly absent in our world due to the plethora of natural disasters, humanitarian crises, and saddening news consumers are exposed to on a daily basis. Enchantment makes the ordinary extraordinary and can bring an element of magic and myth back into the lives of consumers through consumption. Brands can bring an element of the past into the consumer’s present lives, allowing the individual to romanticise, valorise, and feel a sense of belonging or even playfulness.

Which brands are reminiscing?

In 2018, Nike released a video game called Nike React that encouraged players to run. What makes the game nostalgic is the use of 8-bit graphics, a method of storing images in a computer that is often highly pixelated – earlier games such as the original Metroid, Super Mario Bros 3, and a number of arcade games used these graphics during the retro period of gaming. Men’s grooming brand Old Spice also created an 8-bit game to promote their brand, where players can connect with each other through Facebook.

Some brands are even revitalising old advertising campaigns. Coca-Cola made a nod to its 1970s “I’d like to buy the world a Coke” ad in a recent Superbowl campaign by using the same themes such as harmony to bring the world together. More overtly, insurance company Geico allowed consumers to vote on a favourite ad to be re-aired, one of which was a popular commercial from 2006 of the Geico cavemen. Surprise, surprise, consumers voted for the Geico cavemen who returned to television and the internet shortly after the vote.