Nostalgia In Marketing: Just a trend or something more?
While Gen Z is busy recreating their favorite moments with Ghibli AI art and adding fuel to the ongoing debate about an impending dystopia in art and literature, one aspect has brought back some semblance of the “good old days”—our marketing campaigns.
Take Maybelline, for example, reviving its classic jingle “Maybe it’s Maybelline” to recall the original ad and restore faith in the product, signaling that while time has changed, the brand has not. Perhaps these recollections tether us to a familiarity we so fervently crave in a rapidly evolving world.
Coca-Cola’s newly reimagined Share a Coke campaign has been designed with Gen Z in mind, bridging both digital and real-life interactions. The personalized name cans and bottles are making a comeback in grocery and convenience stores nationwide at the end of March, allowing consumers to share a Coke IRL with friends or loved ones. And if they can’t find their name on a can, a QR code will lead them to a link where they can customize their own.
The wave of reminiscence doesn’t stop there. We see beloved characters like Geet from Jab We Met recreating scenes from the film in GoIbibo ads, while soap opera legends Komolika and Prerna share the screen in YouTube ads, reviving childhood memories with Gen Z lingo on their tongues.
But why is there suddenly a barrage of ads embedded with flashbacks? More importantly, why are they working?
Is it just nostalgia for our childhood? Simpler times? Or is there a deeper meaning behind it all?
Let’s delve deeper. The audience that once grew up watching their favourite cricketers in Coca-Cola ads or dancing to the tune of Colgate jingles has now stepped into academic spheres and the workforce. They are ready to embrace the “back in our days” narrative. And what better way to promote a product than through word of mouth?
It’s a win-win situation- Gen Z is eager to jump on this narrative because these ads don’t just bring back memories; they make them feel like adults. With a new weapon in their hands—their purchasing power- young consumers are ready to pass the torch to the next generation. They are spreading the word about the products they grew up with, reinforcing the nostalgia and shaping the narrative around their value.
In a way, brands are giving them the space they have been craving- between a senior workforce and an adolescent population where they no longer quite fit. Now, they can finally participate in the age-old tradition of storytelling, passing down their tales to the upcoming generation. So, while Gen Z is the target audience, they are also the endorsers and the connoisseurs, recommending products and actively participating in the discourse.
While nostalgia plays a key role, the success of these campaigns lies in their ability to balance familiarity with innovation. They don’t just bring back old memories- they reframe them in a contemporary context, making them relevant for today’s audience.In doing so, brands open the door to a new generation of customers, who will soon pick up on these trends and experience them for themselves.
Reference- https://www.allrecipes.com/coca-cola-share-a-coke-campaign-returns-11703310
About the author,
Shrijal
As an introverted soul with a deep love for literature, I find solace in the pages of literary fiction, poetry, and timeless classics. I like Indie films and have a profound connection with ghazals. Through these passions, I seek a deeper understanding of the world and the human experience, all while pursuing my MBA with a focus on empowering women-led and local businesses."
