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:
