We are all living in a world stuffed with messages about the future and promises that all the worries of the modern world will be soon solved. But, how many times did it happen to be driving your car and listen to an old song that suddenly put a smile on your face? Quite a lot, isn’t it? And how many times did you discover in a supermarket a product that you knew since you were a child? You rushed to buy it because it had that flavor of familiarity and great memories, right? This is the essence of nostalgia marketing which is powerful tool for advertising and you should read about it in this essay about advertising.
Why are nostalgic concepts so popular?
Nostalgic marketing focuses on positive memories that have as main purpose to make the consumers feel good. Savvy marketers count on the people’s emotional level, who are more likely to act when they see that someone cares about themselves. Nostalgic concepts bring back positive messages and brands from the past, showing to the consumers that their fond memories were not lost. This is how brands are re-connecting to their clients, strengthening connections and focusing on the human factor.
5 best examples of using the nostalgic concept in branding
“Throwback” is the most used technique that helps marketers create that sense of nostalgia. Famous brands are using the “throwback factor” to bring some of their classic, retired logos to the audience’s attention. Below you can find 5 of the most successful nostalgic campaigns that awoke the memories of millions of people around the world:
Pepsi is using the nostalgia strategy to reconnect and strengthen the relationship with its consumers every year. One of the most popular campaigns was the “Crystal Pepsi” throwback in 2016. The brand revived its famous drink from the 90s and brought it back in a nostalgic marketing campaign. Another incredible campaign was the “Pepsi Throwback Atari Arcade” which combined the famous Atari game with the classic look of the Pepsi can. Anyone who wanted to go back to their childhood could play the game and win weekly prizes.
Nintendo quickly embraced the nostalgic marketing campaigns and created a mini version of the classic Nintendo system. It had a tremendous success especially among millennials who grew up playing Nintendo games. With this strategic move, Nintendo gave the its clients the opportunity to remember why they chose their company and how their gaming adventure began. This campaign brought the old games to the present and made the consumers escape from today’s routine and remember good old times.
Coca-Cola can be considered a nostalgia-lover. They surprise their customers every year with different campaigns that transport them back in time. For instance, after the company’s decision to retire the Surge drink from the market, three fans started a petition to re-introduce the beverage on the market. The company wisely used the nostalgic concept and brought a limited quantity into production and sold it exclusively on Amazon for a while. Soon after, convenience stores brought it back on the shelves and so Surge came back on the market thanks to its consumers.
2016 was the year when Spotify decided to use nostalgic marketing to remember his clients why they love this brand. They created an impressive campaign using the soundtrack and original actors from the movie “TheNeverEnding Story”. Falkor and Atreyu caught the attention of the millennials with an emotional theme and made them love the company even more.
Apple can be considered the symbol of innovation and progress. However, this doesn’t mean that they cannot combine nostalgia to draw attention on one of their newest products. Apple used the famous Cookie Monster to promote their newest iPhone 6 in 2016. They took the concept even further and released a series of funny “bloopers” that had an emotional impact on their customers.
To sum up, nostalgic marketing is extremely efficient as it is digging deep in the consumers’ memories and brings back the best out of it. This strategy allows them to feel better when they experience something new which reminds them of the best moments from the past.