Category
Lifestyle
Assisted Choices
Trend cluster
Category
Marketing
Nostalgia
Retro references add intrigue and familiarity to campaigns.
3.5
Trend score
Trend
What is the Marketing Nostalgia trend?
Marketing Nostalgia: With the amount of ads consumers are faced with on a daily basis, making a lasting impression can be challenging. As a means to capture consumer interest, brands are turning to nostalgic references and vintage themes to add a recognizable aspect to the ad, providing a connection between the consumer and product.
Trend themes
Themes within the Marketing Nostalgia trend
Three behaviours holding the trend together01
Nostalgia Marketing
Brands use nostalgic references and vintage themes to add a recognizable aspect to ads, providing a connection between the consumer and product.
02
Retro Advertising
Old Hollywood, anime-inspired, and retro football ads feature vintage aesthetics that create a sense of nostalgia and familiarity for consumers.
03
Throwback Campaigns
Companies like Expedia and Penguin Audiobooks use #ThrowMeBack and other storytelling ads to evoke childhood memories and create emotional connections with consumers.
Industry implications
What the Marketing Nostalgia trend means for industry
Where the trend changes the playbookFor
Advertising
Industry professionals can use nostalgic and retro elements to add intrigue to their marketing campaigns and establish emotional relationships with consumers.
For
Travel
Companies like Expedia can leverage nostalgia to evoke positive memories and encourage customers to return to past vacation spots or create new memories at new destinations.
For
Publishing
Penguin Audiobooks shows how businesses can use storytelling ads to create emotional connections with customers young and old.
Trend signals
Trend signals for Marketing Nostalgia
Trend score 3.5 out of 10, from popularity 65%, activity 31%, freshness 8%.
Popularity65%
Activity31%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Marketing Nostalgia trend
6 featured examples from Nov 13, 2013 to Nov 20, 2014CategoryMarketing
Nostalgic Storytelling Ads
The Penguin Audiobooks Campaign Brings Back Fond Childhood Memories
Disruptive innovation in advertising by utilizing nostalgic storytelling techniques to create emotional connections with consumers.
CategoryWorld
Nostalgic Travel Campaigns
Expedia's 'Throw Me Back' Recreates #TBT Photos from Summers Past
The travel industry can capitalize on the trend of nostalgic travel by offering packages and experiences that help recreate customers' favorite childhood memories.
CategoryMarketing
Retro Football Soda Ads
This Pepsi Super Bowl Ad Imagines the Origins of Halftime
Opportunity for beverage companies to use creative advertising strategies to stand out in a competitive market.
CategoryLifestyle
Nostalgic Sitcom Yogurt Ads (UPDATE)
The 2014 Oikos Super Bowl Ad Reunites the Cast of Full House
Disruptive innovation opportunity: Food and beverage companies can use nostalgia marketing to introduce and promote new products while leveraging the emotional connection consumer…
CategoryPop Culture
Anime-Inspired Singer Ads
The Korean Pop Group 'Sistar' Parodies Sailor Moon in This Commercial
The e-commerce industry can explore collaborations with popular anime shows or characters to attract younger consumers and enhance brand visibility through unique marketing campai…
CategoryMarketing
Old Hollywood Fragrance Campaigns
The One Perfume Ad for Dolce & Gabbana Looks Like a Mini Film
The use of storytelling and emotions in fragrance advertising can help create a unique brand image and increase consumer loyalty.
