It also features a popular gaming streamer, bringing the past into the present. Mountain Dew‘s 2021 ad for its Game Fuel beverage plays on the aerobics craze of the 1980s. Mountain Dew goes back to the ’80s in its nostalgia marketing Digital-native Gen Zs live their lives online, and savvy brands are increasingly including digital extras like NFTs (collectible digital art) as a way to draw in tech-focused younger consumers. One opportunity that could resonate well with younger consumers involves technology. This suggests that there is an opportunity to draw on what feels nostalgic for one generation and make it feel entirely new to the next generation. Yet Gen Zs are currently enthralled with the fashion and beauty of the 1990s. However, those who do not bring their messages into the modern age risk leaving out the generations who did not grow up with their brand.įor example, US consumers aged 18-24 are least likely to show interest in things that remind them of their past. Marketers know that nostalgia marketing will resonate with the generation that first experienced the product or service being highlighted. The best nostalgia marketing will address multiple audiences The ad featured the ’90s musician remixing another classic ’90s song, “Baby Got Back,” to talk about grilling during the pandemic.
Vanilla Ice starred in an ad for meat company Bar-S. Lipton Iced Tea launched a miniseries featuring Grammy winner T-Pain that was “playfully inspired by ’90s live-audience sitcom formats.”ĭomino’s resurrected its Noid mascot in ads where the antihero tries to “thwart the advanced technology of Nuro’s R2 robot,” Domino’s driverless delivery truck.
Marketers have drawn on ’90s trends to create a sense of familiarity and comfort during the pandemic. Food and drink brands look to the 1990s during COVID-19 While there is great potential to draw on the ’90s to reach this generation, marketers must realize that nostalgia is not the same for all consumers, and by focusing solely on one generation, they risk missing out on the potential that nostalgia holds across generations. Marketers have recognized Millennials’ need for comfort, and advertising in the 2020s has centered around ’90s nostalgia. As a result, consumers aged 25-44 are most likely to agree that they enjoy things that remind them of their past (eg childhood). Their lives have included financial and emotional uncertainty from two recessions, 9/11 and now, COVID-19. It makes sense: Millennials, who were children in the ’90s, have faced a rocky transition to adulthood. Nostalgia is an elastic concept, and the 1990s are currently on-trend Trendy fashion brand Everlane has introduced a ’90s-inspired jeanįrom fashion to hairstyles to food and drink, the 1990s are back in the spotlight in 2021. During COVID-19, consumer anxiety has exacerbated this momentum even further as people seek ways to ease the uncertainty around the virus.Īs nostalgia marketing continues to grow, savvy marketers should be careful to think beyond the obvious target – Millennials – to ensure they reach all generations and find ways to make nostalgia feel personal and relevant no matter who the audience is. In the subsequent decade, the notion of nostalgia marketing has taken off, and food and drink brands have gravitated to the concept. Mintel identified this trend back in 2011, when consumers sought relief from anxiety due to the Great Recession. “Never mind if you weren’t there the first time around, the past is a place to occupy,” observes Mintel Trend, ‘Never Say Die’, which explores consumers’ receptivity to advertising and marketing that draws from the past. COVID-19 has normalized a yearning for the past and driven marketing around nostalgia
Much of nostalgia marketing is currently centered around the experiences of Millennials in the 1990s, and marketers are missing an opportunity to connect older generations with their products and brands.
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