Back To The Future. How Brands Leverage The Appeal Of The Past To Reach The Generation Of The Future

Back To The Future. How Brands Leverage The Appeal Of The Past To Reach The Generation Of The Future

To mark its 125th anniversary, Pepsi launched a new logo. This will be their first update of the iconic Pepsi globe trademark in 14 years. Pepsi will roll out the new look in North America this fall, and globally in 2024.  According to Pepsi: “The new logo and visual identity pays homage to the brand’s rich heritage while taking a big leap toward the future.”  But guess what?  Their new logo looks a lot like their old logo, positioning the Pepsi name back into the middle of its signature “pulse” red and blue graphic, eschewing the decades long trend by companies – from Apple to Nike – who have prioritized brand graphics over brand names.

Nostalgia marketing is having a moment. What’s old is new again. Brands are tapping into the power of nostalgia to connect, not just with millennial audiences who want to revisit their youth, but also with Gen Z, who have no memory of the last century.  

Why is this trend booming right now, and how can marketers use it to their advantage? Let’s dig in.

Nostalgia isn’t a new concept. People have been reminiscing about the good old days since, well, the old old days. But in the current climate of economic uncertainty, geopolitical turmoil, and pandemics, it should really come as no surprise that nostalgia marketing has been rediscovered like a favorite old sweater from the back of our closet. 

When we look back on the music, movies, and TV shows of our youth, we’re reminded of the people and places that were important to us during that time. This creates a powerful emotional connection that can be difficult to replicate any other way.  Nostalgia feeds our need for connectedness in an era of isolation. Nostalgia is a way of bringing people back to a simpler time and the familiar comfort that comes with a shared experience with peers. 

Remember life way back before the pandemic?  See what I did there?

But what’s driving this nostalgia boom among Gen Z in particular? 

Gen Z is the first generation to grow up entirely in the digital age. They have access to an unprecedented amount of information and entertainment. But this can also be overwhelming. Nostalgia provides a sense of comfort and familiarity that can be hard to find in the endless sea of content they ingest.

Gen Z is also acutely aware of the world’s problems, from climate change to political unrest. This can make the future seem bleak and uncertain. Nostalgia provides a sense of optimism and hope by reminding them of what they believe may have been a simpler time.

Gen Z also has a strong sense of individuality and self-expression. They’re not content to simply consume media; they want to participate in it. Nostalgia provides a way for them to engage with the past in a way that feels fresh and new.  This is reflected in the democratization of nostalgia through social media and online platforms like TikTok, which celebrate classic trends. In fact, the “all about me” G-Z’s have elasticized the definition of nostalgia, compressing its life cycle and leading us to “nowstalgia,” where events that happened just a few years ago can feel like a trip down memory lane.  

For marketers, nostalgia is a way to introduce or refresh products while also pushing the memory button. But to make the most of nostalgia marketing, brands need to find a way to make it relevant to their audience. 

The key to success of this strategy is to pay respect and homage to the past while being mindful of appropriation. This means tapping into the past and creating something new from nostalgia rather than simply associating with it — striking an artful balance of familiarity and authenticity that resonates with consumers. 

This pull towards the past is stronger than ever today, and brands have taken notice. From retro logos like Pepsi to nostalgic campaigns for newer brands. 

In addition to Pepsi unveiling a new logo that looks a lot like its old logo from the 1980s, Burger King brought back its classic logo but with a modern, simplified design.  KFC, who was early to the latest nostalgia party, also brought back its iconic Colonel Sanders character — but with a twist, casting various celebrities to play the role in its ad campaigns.

Clairol has partnered with Amazon Prime Video’s “Daisy Jones & The Six” to tap into the ’70s nostalgic appeal of the fictional Fleetwood Mac-inspired band.

Shopping platform Rakuten created a “Clueless” Super Bowl teaser that combined nostalgia with modern interpretations.  It featured Clueless’ star Alicia Silverstone, in her iconic yellow plaid suit, reprising her role as Cher Horowitz from the 1995 film.

Silk’s plant based, non-dairy Nextmilk campaign brought back the famous “Got Milk?” ads, which endured for over two decades, starting in 1993, but with a modern take.  

Fashion brands like Tommy Hilfiger and Champion have found success on Instagram by showcasing vintage styles and collaborating with popular influencers to bring back classic designs. 

MLB, Disney+ and Vacation Inc. all leverage nostalgia in their marketing campaigns. Meanwhile, brands like Dunkaroos, a recently re-introduced popular 90’s snack food, and Crystal Pepsi, a previously discontinued clear cola soft drink, have found new life on TikTok by tapping into Gen Z’s love for all things ’90s.

How Brands Can Employ Nostalgia Marketing

If you’re a marketer looking to tap into the power of nostalgia, here are some recommendations to get you started:

  1. Identify the Right Nostalgia

Not all nostalgia is created equal. The key is to identify the cultural touchstones that resonate with your audience. This could be anything from music and movies to fashion and food. Once you’ve identified these touchstones, find ways to incorporate them into your marketing campaigns in a way that feels fresh and relevant.

  • Put a Modern Twist on the Past

Nostalgia marketing isn’t about simply recreating the past. Most important is to balance homage and authenticity with modern innovation.  It’s about taking the best parts of the past and updating them for a modern audience. This could mean incorporating modern technology, updating the visual style, or adding a contemporary spin on a classic concept.

  • Utilize a variety of Media Channels

One of the most effective ways to employ nostalgia marketing is through social media. Platforms like TikTok and Instagram are perfect for showcasing retro styles and designs and connecting with younger audiences who are particularly drawn to nostalgia.  But to reach wider audiences, also embrace traditional media, which often in itself is a retro approach for brands that have been all too focussed on digital content.

  • Partner with Popular Nostalgia-Driven Media

Perhaps the easiest way to embrace the nostalgia trend is to revamp your brand with smart partnerships that have cultural relevancy.  Associating your brand with classic entertainment content, for example, is a highly effective strategy to co-opt large audiences who share a passion for the characters, themes and settings depicted in old movies and television programs.  Again, you need to incorporate] a twist that adds a modern spin to appeal to your target audience.

By following these guidelines, brands can effectively use nostalgia to build emotional connections with consumers, and ultimately drive engagement and sales.  

John Rose

Creative director, author and Rose founder, John Rose writes about creativity, marketing, business, food, vodka and whatever else pops into his head. He wears many hats.