We’re all moved by familiar images, words, music, scents, or tastes that take us back in time. It could be the sound of an airplane in the sky, the scent of hot dogs in the summer, or a photo of a favorite toy. When the experience triggers a positive memory, it sparks nostalgia for that special moment or place in our lives; we remember it with fondness. 

It’s this familiarity and fondness that many brands have been tuning into for the past year. So much so, we’re considering nostalgia marketing a digital trend for 2021. It’s why we saw blasts from the pasts all over Super Bowl commercials, like the cast of “That 70s Show” representing Cheetos, or Wayne and Garth for Uber Eats. Seeking comfort in the past during difficulties of the present has become a coping mechanism, and brands have been right there to deliver the cure.

Here are some examples of recent nostalgia marketing that may just get you time traveling, too.

Duncan Hines and Fruity Pebbles

Duncanhinesandfruitypebbles

Source

Leave it to Duncan Hines to bring us back to childhood with a Fruity Pebbles cake kit. While the kit celebrates the cereal’s 50th anniversary, there’s no way it doesn’t tap into nostalgia for those who spent many mornings with a bowl of Fruity Pebbles and an episode of The Flintstones — or whatever the hit television show was at the time. 

Mountain Dew and Bob Ross

Perhaps one of the more in-depth nostalgia marketing campaigns in recent times is that of Mountain Dew. The beverage brand created a YouTube episode hosted by the late Bob Ross (using a whole host of technology and body-doubling to do it), which put the brand front and center of a painting lesson that looked straight out of the 1980s. The campaign was promoted via TV spots, influencer marketing, and an online auction. 

Gucci and Loewe

Gucci

Source

Luxury fashion brands are also finding success with nostalgia marketing. On social media, Gucci promotes its collection of Donald Duck apparel. It’s also released collections featuring Doraemon and Pokémon over the past year. Loewe launched a collaboration of ready-to-wear and accessories featuring Totoro in January. Both brands are leveraging nostalgia in hopes of creating emotional bonds with their audiences, which one study shows will result in customers who are willing to pay more for their products and less likely to churn. 

Netflix 

Netflix

Source

 The streaming service is no stranger to nostalgia programming, but in 2021 we’re seeing pure dedication to it. After the successes of Cobra Kai and The Queen’s Gambit last year, it’s clear audiences are not only seeking the content but also devouring it. As part of its digital marketing campaigns, Netflix is making the old new again with Firefly Lane — in which we fondly see regular flashbacks to the 1970s and 1980s — and The Last Blockbuster, a nostalgic documentary of the brand’s demise.  

Coleman

Coleman

Source

The outdoor recreation brand is iconic on its own. So, when it pushed its vintage gear on social media recently, it’s no surprise the nostalgia factor was in play. In fact, this post received some of the highest engagement, showing this kind of throwback content is exactly what the audience is connecting with the most.

Where Nostalgia Marketing is Headed for the Rest of 2021

The future has been wildly unpredictable, but with the digital trends we’ve seen in nostalgic marketing so far, it’s safe to say it will be center stage for the rest of the year. As opportunities for in-person events increase and people move around more frequently, you can expect to see what’s been working in digital transfer over into other areas such as print collateral, signage, out of home (OOH), and promotional products. 

Want to develop a winning digital marketing strategy for your organization? Consider Digital Marketing Specialist Course. Enroll now!

Ready to Boost Your Digital Marketing Career?

Digital marketing is a skill that just about every company doing business today is constantly looking for. If you want to enter or move forward in this exciting and lucrative field, check out Simplilearn’s Digital Marketing Specialist Master’s Program. This comprehensive program covers all eight of of the disciplines in the field, the top tools and techniques you will need to know to become a successful digital marketer. Plus, students learn from a mix of live online instruction, self-paced video, real-world projects, and masterclasses from experts at Facebook. 

Our Digital Marketing Courses Duration And Fees

Digital Marketing Courses typically range from a few weeks to several months, with fees varying based on program and institution.

Program NameDurationFees
Post Graduate Program in Digital Marketing

Cohort Starts: 2 May, 2024

8 Months$ 3,000
Digital Marketing Specialist

Cohort Starts: 24 Apr, 2024

8 Months$ 1,649

Get Free Certifications with free video courses

  • Digital Marketing Tools and Techniques

    Digital Marketing

    Digital Marketing Tools and Techniques

    3 hours4.514.5K learners
  • Introduction to Digital Marketing Fundamentals Course

    Digital Marketing

    Introduction to Digital Marketing Fundamentals Course

    2 hours4.518K learners
prevNext

Learn from Industry Experts with free Masterclasses

  • Deep Dive into AI's Impact on Content in Digital Age

    Digital Marketing

    Deep Dive into AI's Impact on Content in Digital Age

    14th Mar, Thursday9:00 PM IST
  • How to Pivot Your Digital Marketing to the New Normal: Expert Tips and Strategies

    Digital Marketing

    How to Pivot Your Digital Marketing to the New Normal: Expert Tips and Strategies

    25th Aug, Tuesday9:00 PM IST
  • How Self-Isolation Impacts a Digital Marketing Career

    Digital Marketing

    How Self-Isolation Impacts a Digital Marketing Career

    14th May, Thursday9:00 PM IST
prevNext