Last month, McDonald’s brought back its beloved 1970s character Uncle O’Grimacey. The green icon has returned after 45 years to celebrate the fast food restaurant’s seasonal Shamrock Shake as well as the 50th year of Ronald McDonald House Charities.
Just a few days later, “When Harry Met Sally” stars Meg Ryan and Billy Crystal reunited in New York City for a scene at Katz’s Deli for Hellmann’s Super Bowl ad.
In recent years, retailers are increasingly leveraging what’s known as “nostalgia marketing” to attract consumers. Nostalgia can foster feelings of comfort and belonging, ultimately boosting brand loyalty. With social media amplifying these trends through viral throwbacks, limited-edition re-releases and retro aesthetics, nostalgia marketing has become a powerful tool for retailers.
Why Throwbacks Work
Nostalgia marketing taps into consumers’ emotional connections to the past. One YouGov survey found that Americans consider the “best time in America” to be whatever year they happened to be 11 years old. In uncertain times, as consumers navigate the rapid changes around them, they seek out brands and experiences that remind them of simpler, more stable times.
Typically, the most successful nostalgia campaigns throw back to two to three decades in the past; it is why, 1950s-style diners made such a strong comeback in the 1980s.
Brands today looking to tap into Millennial and Gen Z nostalgia – generations which now represent major consumer groups – go back to the 1980s and 1990s. According to YouTube’s Culture & Trends Report, 82% of Gen Z have used YouTube to watch content that makes them feel nostalgic.
For example, Netflix’s “Stranger Things” series has sparked renewed interest in 80s music, toys and trends and prompted a slew of partnerships – from Lacoste’s Stranger Things collection to the return of New Coke. And the 2023 Barbie movie’s massive marketing success was accompanied by a nostalgia-driven retail wave that included throwback shopping experiences and dozens of brand partnerships.
Research has proven that nostalgia works. According to GWI survey data, 59% of millennials appreciate when brands use old ads or logos. As Taylor Swift put it, “I come back stronger than a ’90s trend.”
Re-releasing Retro Products
Re-releasing retro products can appeal to generations of consumers who remember those products from their childhood, and they can also help introduce brands to a new, younger target audience. For example, the oldest Gen Zers were just 3 years old when the 1990s ended, but ’90s culture has consistently appealed to Gen Zers of all ages.
In August 2024, Nike brought back its Air Tech Challenge 2 “Hot Lava” sneakers, which were originally popularized by tennis legend Andre Agassi in the 1990s. And Atari capitalized on retro gaming enthusiasm by releasing its Atari 7800+ console, a modern version of its 1986 system.
In December, Cadbury celebrated its 200th anniversary by launching a retro Christmas selection box featuring chocolate bars from the 1990s. Iconic Candy revived Altoids Sours (which were discontinued in 2010), under the new name “Retro Sours” and sold them at Cracker Barrel and other retailers beginning in October 2024.
Collaborations with Iconic Brands
Brands are also working with past iconic figures and franchises to engage consumers. Recently, Bath & Body Works partnered with Disney to launch a fragrance collection inspired by Disney Princess characters. Last August, Casio partnered with “The Powerpuff Girls” to celebrate their respective anniversaries by releasing a special edition of the Baby-G watch – a ‘90s classic.
Brands like Coke, Dunkin’ and Bumble Bee Seafood recently called in boy band members from the ’90s and 2000s to promote their products. Coke’s 2024 hero ad for Coke Zero Sugar featured a version of “It’s Gonna Be Me,” by NSYNC. Dunkin’ enlisted boy band veterans Joey Fatone and A.J. McLean for a song about iced coffee. Bumble Bee remixed BBMak’s “Back Here” to promote its new tuna products.
In-Store “Rewinds”
Urban Outfitters has long been known for its throwbacks, selling cassette players, film cameras and vintage band tees. But now, many other retailers are designing their stores or pop-ups with a nostalgic theme to create immersive experiences. In July 2024, the U.S. Chamber of Commerce highlighted “Old-Fashioned Businesses Making a Modern-Day Comeback,” like drive-in movie theaters, record stores and indie bookstores.
Last year, Bucket Listers launched “Back 2 the Video Store” pop-up speakeasies and VHS stores with themed, nostalgic cocktails (and some with a “Be Kind, Rewind” checkout counter) in Houston, Boston and Miami. And in summer 2024, Polly Pocket celebrated its 35th anniversary by partnering with Airbnb to create a life-sized version of its iconic 1990s compact, in which guests could stay.
Too Much of a Good Thing?
In December, MarketingDive warned that “as marketers have continued to rely on [nostalgia], 2024 has been awash with efforts that nodded to collective memories but failed to make a meaningful connection.” Critics argue that some brands have leaned too heavily on the tactic, and consumers have been oversaturated with an “everything-everywhere-all-at-once sensation” that has failed to connect with some.
Successful throwback campaigns resonate because they bridge the past with the present, offering customers a sense of belonging and connection to stories, characters, goods or services they loved before. These throwbacks must feel unique, relevant and meaningful, and if successful, they can create lasting bonds with consumers.