Nostalgia evoking campaigns and marketing is not a new concept - look at the likes of Hovis, who re-ran the much loved 'Boy on the bike' advert, 46 years after it's original screening. This tactic is seen widely - products using age-old fonts and labelling, TV shows (such as Stranger Things) tapping into heritage pop culture and music sampling old guitar riffs. Whilst the etymology of the word 'nostalgia' can have negative connotations - described as a feeling of homesickness or a wistful sentimental yearning - can it be harnessed for the good during this time?
Research shows that nostalgia can help us cope through troubling times...say, I don't know, a pandemic. And let's face it, who doesn't love that warm fuzzy feeling nostalgia can evoke? It can counteract loneliness, boredom and anxiety with moments of positive emotion - whilst not a long-term strategy for emotional trauma, this momentary light relief is sometimes the escapism we need to get through the day. With social distancing and self-isolation making it harder to build new memories with loved ones and new experiences harder to come by, people are drawn towards 'times gone by' moments. From reaching out to old friends, engaging in wholesome activities like puzzles and gardening, or engaging in nostalgia-fueled photo trends on platforms such as TikTok and Instagram.
So, what does this mean for brands?
Surely there's an opportunity to momentarily dabble in this arena - some of the most successful and long-standing ad campaigns have been emotionally-led in their strategy - Dove's 'Real Beauty' movement and Coca-Cola's 'Happiness' campaign to name but a few. Whilst it's imperative not to live in the past, it's also key for brands to be reactive to the motions of their consumers during this time.
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