Nostalgia Branding

Brands Utilize Consumers Desire For Nostalgia

By Staff Writer
In April 7, 2011

Save for the occasional Toys“R”Us kid, most of us spent a large chunk of our adolescence wanting to grow up. No matter how much the geezers told us to cherish “the best days of our lives,” we disregarded their wisdom on account that we were 13 and knew everything, and they were 84 and probably senile. Now that we’re “all grown up,” we find ourselves romanticizing the same memories over and over, as if reminiscing will send us back to re-enact all of our “shoulda, coulda, woulda” moments.

I, for one, am a product of the ’90s, and while I had my share of fun, I’m happy in the now and look forward to all that lies ahead. So why all the reflection on yesteryear? Because it shines light on how we as consumers connect with yesterday. One of the easiest ways to relive the carefree nature of youth is whip out a credit card and place an order. My friends and I, all full-grown adults, ordered every season of our favorite childhood TV show, The Adventures of Pete & Pete, and watched each episode together. For her 35th birthday, my sister celebrated at a skating rink overrun by toddlers and tweens – and over a dozen of her fellow Gen-Xers took part.

To their credit, several brands are catching on to our desire for nostalgia. MTV is putting the animated series Beavis and Butt-Head back on the air, the Backstreet Boys and New Kids on the Block will kick off their world tour in May and every member of Detroit’s “Big Three” have reinvented their muscle car offerings based on classic designs from the ’60s and ’70s. If given the opportunity, we as ad pros cannot afford to allow the marketers we serve to miss out on the yearning for youth that exists among today’s adults, especially now that most of them are making their own money!

Staff Writer

So who is this mysterious staff writer? Could be anyone really, as long as they meet our very strict criteria. 1) Worked with us in one capacity or another. 2) Have something pretty interesting to say. 3) Want to use our blog to say it. See? Told ya they were strict!