We’ve all been a part of a conversation like this: “Whatever happened to [insert favorite childhood toy, candy, cartoon]? Kids nowadays don’t know what they’re missing. They should totally bring that back.”
If you’re like me and grew up in the 1990s, chances are you know a thing or two about Saved by the Bell, Super Mario or Hi-C Ecto Cooler, but like so many other childhood favorites among the different generations, these brands are now extinct. Luckily, marketers are getting wise to the growing nostalgia trend and are bringing back brands in bold, new ways.
One recent example is the the case of the smuggled Dunkaroos. This once popular frosting-dipped cookie treat was discontinued in 2012 and is now only available in Canada. When General Mills happened upon an insight that nostalgic fans were purchasing their favorite childhood treat from our friendly northern neighbors at inflated prices, they wanted to do something to bring people together across borders (Huffington Post, 2016). The result was the Smugglaroo website, which matches fans with Dunkaroo smugglers. Ridiculous or genius? I’ll let you decide!
So why does nostalgia marketing work?
For many, nostalgia is a type of comfort food. It takes us back to a time when life was simpler and helps us connect to the experiences that shaped who we are. While a sense of nostalgia is not unique to just one generation, this affinity is especially strong with millennials (Friedman, 2016). Some argue that the impersonal nature of modern communication or the world-wide turmoil in which this generation came of age are the driving factors for their desire to connect with the past (Cook, 2016; Friedman, 2016). At the core though, nostalgia works because it helps fans connect to a brand on an emotional level.
Tips for successful nostalgia marketing
A throwback campaign may be a risk for some brands, but if done right, it can be a great way to build a relationship with an audience. Listening to your audience on social media is one way to tap into what pulls at their heartstrings. For brands with history, an homage to vintage logos or packaging is a way to transport an audience back to their childhood. And lastly, make sure its authentic and aligns with brand positioning. Fans will be able to tell if you’re just riding the trend.
So here’s a question for the group—what are the brands from your childhood that you’d love to see reenergized?
Cook, K. (2016 September 26). 12 ads that prove nostalgia is a powerful marketing tactic. HubSpot Blog. Retrieved from: www.hubspot.com
Friedman, L. (2016 August 2). Why nostalgia marketing works so well with millennials and how your brand can benefit. Forbes. Retrieved from www.forbes.com
Huffington Post. (2016 November 4). Dunkaroos are making a comeback – kind of illegally. Huffington Post. Retrieved from www.huffingtonpost.com
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