Tapping into Nostalgic Marketing

Throwback is well...back. Millennials are LOVING nostalgic marketing campaigns.

Nostalgic marketing taps into memories and emotions from the past, and can even allow brands to connect with their audiences on a deeper level. It's the classic, "tugging at the heartstrings" situation as commercials, social media campaigns, and revival of slogans and looks have been bringing all kinds of old emotions back to consumers. There's no doubt that some of our favorite big brands are tapping into this approach, here are some examples that we can't get enough of this year, and why your brand should join in on this, too.

Examples of Nostalgic Marketing Campaigns of 2024

Taylor Swift

At the start of 2023, Taylor Swift launched The Eras Tour. Iconically bringing back all of the "eras" of her brand is such a great example of nostalgic marketing. For years, we have seen brands like Pepsi bring back their throwback cans of designs from the past. And at a larger scope, this is essentially what Taylor did with her brand. Taylor Swift created an entire tour based on tapping into her own brand AND nostalgia.

Beyond Taylor, we also see a lot of other artists in the space tapping into this as well. I recently watched this TikTok where creator, .@londonbridges11 breaks down how many artists have created a brand image with different nostalgic feels — with Sabrina channeling the Marilyn Monroe 50's vibe, Tate McRae with the 90's hip-hop style, and Charli xcx bringing back the 80's-90's grunge. Even though these artists can't tap into their own 'personal nostalgia' like Taylor because of how new they are to the industry, they can still tap into other nostalgic feelings throughout history, and create a similar feel. Watch her TikTok here!

Maybe It's Maybelline

TikTok has changed the game when it comes to the beauty industry. There are so many beauty creators and influencers in the space who are shaping the industry. I'm not sure about you, but Maybelline was my first-ever makeup product. I watched the "Maybe It's Maybelline" commercials growing up, and it stuck when it came time to these products for myself. But, since then, they kind of fell off the radar with brands like Tarte, ELF, and Charlotte Tilbury taking over my TikTok for you page, and ultimately my bathroom drawer. This campaign is widely know and even thought it's, '30 years old, it retains an 84% brand recall." So, they dusted off their "Maybe It's Maybelline," for a TikTok campaign to hit new gen-z markets, and saw a sales spike in return!

Limited Too's Return

Limited Too is back! This 90's brand used to be the staple of malls, before closing its doors in 2008. They captured tween's attention (and closets!) with their store filled with spaghetti straps and bomber jackets, and now they are back. They originally launched in 2024 with a new kids line, but after receiving a lot of feedback, are expanding into an adult line in 2025. We love this example because it shows that a company that once had to close it's doors can be more successful in the present day by simply tapping into the nostalgic marketing and leaning into the retro brand as they now expand.

Wanta Fanta

With brands like Ollipop and Poppi making waves in the soda industry, classic staples like Coca-Cola have been using nostalgic tactics of their own to revive themselves in this market with their brands. Coca-Cola brought back their 90's "Wanta Fanta" jingle, from commercials to a UGC and TikTok campaign.

Benefits of Nostalgic Marketing

These examples showcase all the brands that are using this approach, but why? Nostalgic marketing builds an emotional bridge that makes people feel seen and reconnected It’s about reliving good memories, making customers feel good about your brand, and often fostering a sense of familiarity. By tapping into nostalgia thoughtfully, brands can bring back all those memorable touchpoints consumers have had with the brand over the years.

How Your Brand Can Tap Into Nostalgic Marketing

Retro Visuals and Packaging

Does your brand have a retro packaging design you could turn into a limited-edition design to spark nostalgia? Even if you don't you could create something new that feels nostalgic. Think about retro colors, typefaces, and images that could bring your audience back.

Pop Culture References

Think about what TV shows, movies, or events from the past, you can include in your marketing. Chances are, there's probably an iconic catchphrase or two that might resonate with your audience, that can be a great way to remix, and tap back into.

Experiences

When you look back at your core memories, is it back-to-school shopping with your friends, Saturday morning cartoons, your favorite sugary cereal, or even a local shop after school? Other people will likely be able to relate to these memories, too, in their own ways! Don't be afraid to share stories and memories, because those can be great connection points.

Engage Through UGC

Who else misses the “Throwback Thursday” posts? Find a fun way to channel that again! What's a prompt you could share with your audience to get them to think about their past and hone in on the nostalgic feels?

Collaborate with Iconic Personalities or Brands

Are there influencers, or even celebrities who were popular during the era you’re referencing? What's a good way to reference this or, with the budget for this, involve them in your campaigns?

We can't wait to see your nostalgic marketing in action, bringing us back to the past!

Need some brainstorming help? Book a power hour with us and let's talk strategy for your nostalgic campaign!