For all its power to thrill and soothe, nostalgia is as susceptible to reality as any of us. Once you realize that time hasn’t stopped, and your memory isn't frozen in amber like a Pleistocene mosquito, you see that progress and time have taken their toll.
The smell of the ocean drops me back into a small town on the Cape. The smell of hot dogs takes me to the cafeteria of Pear Street School, bringing back the misery of being a kid, an outsider. Music can bring back a play I did or a person I met. The senses—especially smell—are the things memories feed on and develop from. They are the quickest gateway into nostalgia.
There’s a coffee shop in Salt Lake City called Nostalgia, and I’ve spent many days reading, writing, memorizing lines in the sun-drenched shop, listening in on conversations, watching the daily lives unfold. It holds memories.
But for me, nostalgia is more than just remembering a person or a place. It’s a reliving, a longing to bring back something—a piece of my soul or a time in my life—that feels missing. And that’s where the danger lies: the nostalgic wander through history. Nostalgia tints our glasses and fogs our vision. What we remember, in buttery softness and blue-sky brightness, is never true. It’s a memory revisited through the lens of time, obscured by the gauze of growing old and slipping into “I remember.”
We remember the good more than the bad. I have deep nostalgia for summers spent in Marshfield, MA—the sand-covered roads, the beach so close to our little cottage. The cool evenings brushing sunburned skin, walks on the sand, and hearing the waves that are shrouded in darkness. The pizza shop, the laundromat, and Bud’s, the “get it all here, get what you never knew you needed” store. And, of course, the rows of baskets holding the glory of actual penny candy. A town forever connected to my childhood, to happy days, cool nights, and the freedom to just wander the beach without worry or fear.
I took a friend there after many years away, and I had to work hard not to let my sadness show. My little town by the sea now has chain stores and fast food joints. There was graffiti on the beach wall and trash in the sand. Bud’s had been replaced by a Walmart, and all was not right with the world. It made me think of John Cusack in Grosse Pointe Blank: “You can never go home, but you can still shop there.”
For all its power to thrill and soothe, nostalgia is as susceptible to reality as any of us. Once you realize that time hasn’t stopped, and your memory isn't frozen in amber like a Pleistocene mosquito, you see that progress and time have taken their toll. A toll we all have to pay as we pass through the many gates of life.
Nostalgia is a powerful emotional state—and it’s also a powerful selling tool that smart brands know how to use and manipulate. Is that good? Depends on which side you’re on, I guess. But good or bad, brands are wielding nostalgia like a cudgel, and most of us don’t even realize it.
In today’s ever-evolving market, brands seem to have a secret weapon: nostalgia. It’s that powerful pull to the past, often used to invoke feelings of comfort, joy, and simplicity. From retro packaging to vintage-inspired products, brands are constantly digging through the archives to find ways to connect with consumers. But while nostalgia can spark a wave of goodwill, it doesn’t always translate into success. Some brands strike gold by evoking cherished memories, while others find themselves trapped in a past that no longer resonates. So, why do brands keep turning to nostalgia—and when does it work?
Why Brands Lean Into Nostalgia
Nostalgia has an undeniable power. It taps into emotions that many consumers don't even realize they’re carrying. The simple act of bringing back a familiar logo, sound, or image can create an instant connection. It's not just about bringing back a product or a visual; it's about evoking a sense of comfort, security, and happiness—a mental shortcut that bypasses the noise of the present. This is why nostalgia is so compelling in branding: it’s a built-in, emotional currency that immediately resonates with people.
Emotional Connection
When brands lean into nostalgia, they aren't just selling a product—they’re selling a memory. A great example is Coca-Cola’s "Share a Coke" campaign, where they replaced the iconic Coca-Cola logo with popular names. The campaign didn’t just feature a soda; it brought people back to moments when they shared a Coke with a friend or loved one. The simple action of personalizing a product created a direct emotional tie between the brand and the consumer, sparking feelings of happiness and connection. It was successful because it reminded people of what they loved about the product, but also the personal moments tied to it. Nostalgia sells feelings, not just products.
Trust and Comfort
Nostalgia also brings a sense of reliability that is increasingly rare in today’s fast-moving market. People are constantly looking for brands that offer comfort amidst the chaos of life. A product that’s been around for decades, or a familiar jingle that recalls childhood days, can create a sense of stability. Take, for instance, the enduring success of brands like Hershey’s or Kellogg’s. They’ve changed with the times, yes, but their core offerings—the ones tied to memories of family breakfasts or after-school snacks—remain the same. These brands offer a sense of comfort because they represent something unchanging, a tether to a more familiar and predictable time. When a brand evokes nostalgia, it’s telling the consumer, “You’ve trusted us before. You can trust us now.”
Generational Appeal
One of the most powerful aspects of nostalgia is its ability to transcend generations. A campaign that evokes memories of the 1980s can resonate with both those who lived through that time and with younger people who are discovering it for the first time. This is where nostalgia becomes an art: it’s not only about revisiting the past for older generations but also about making the past cool again for younger audiences. Brands like Nike, with their retro Air Jordans, have found success by tapping into both the millennial love for the '90s and the Gen Z fascination with "old-school" style. For Gen Z, it's not just about wearing what their parents wore, but about discovering a piece of cultural history they’ve never experienced. Similarly, television shows like Stranger Things have capitalized on the cultural appeal of the '80s, introducing new generations to the aesthetics, music, and fashion of a time they never lived through.
The beauty of nostalgia in branding is that it can create a shared cultural moment that spans generations. It brings a sense of community among people who might otherwise have no common ground. Brands are tapping into this intergenerational connection, understanding that nostalgia is a bridge between the past and present, and it’s a bridge that’s emotionally charged.
Now, as we move forward, it’s important to consider the other side of the coin. While nostalgia can be incredibly effective, it’s not a guaranteed win. The key to successful nostalgia lies in understanding when and how to use it. So, let's take a look at some of the success stories where nostalgia really paid off for brands, and why these campaigns worked so well.
The Success Stories: When Nostalgia Wins
Nostalgia in branding isn’t just about slapping a retro logo on a product. When done right, it’s an art form—an intricate balance of tapping into the past while still staying relevant in the present. The magic happens when brands know exactly how to evoke just the right memories, without relying on nostalgia for nostalgia's sake. It’s about creating a connection between the consumer’s past and the brand’s present. Here are a few campaigns where nostalgia didn’t just work—it thrived.
Coca-Cola: “Share a Coke” Campaign
In 2011, Coca-Cola launched the "Share a Coke" campaign, which featured their iconic bottles adorned with popular names instead of the brand logo. The idea was simple yet powerful: Coca-Cola aimed to bring a personal touch to their product, sparking moments of connection and personal nostalgia. The campaign struck gold because it appealed not just to a product, but to shared experiences: the feeling of handing someone a Coke with their name on it, the joy of a simple, personal connection.
It worked because it redefined the idea of the Coke experience. Instead of relying on the usual ad campaigns filled with slogans and stock images, Coca-Cola invited consumers into the process. They became part of the nostalgia, making the experience more interactive. For many, seeing their name or a friend's name on a Coke bottle brought back fond memories of summers spent with family, barbecues, and carefree moments. It was a perfect example of nostalgia’s ability to create an emotional bridge while remaining relevant in modern times.
Nike: Retro Air Jordans
Nike’s success with their retro Air Jordan releases is another prime example of nostalgia tapping into both individual memories and cultural history. The Air Jordan 1, released in 1985, was an iconic symbol of basketball culture and sneakerheads alike. Fast forward to today, and Nike has managed to keep the retro appeal alive by releasing limited-edition versions of their classic sneakers. They’re not just selling shoes—they’re selling a piece of cultural history.
The nostalgia factor works here for two reasons. First, the shoes are directly tied to the memories of fans who grew up watching Michael Jordan dominate the NBA in the '80s and '90s. For the younger generation, it’s about participating in a cultural legacy that they might not have lived through but can experience through the lens of history. Nike found a perfect balance—revisiting an iconic product and bringing it to a new generation while celebrating the roots of what made the brand so significant in the first place.
Stranger Things: Bringing the '80s Back
Netflix’s Stranger Things is an example of nostalgia that isn’t tied to a single product but rather a cultural moment. The show’s success lies in its ability to tap into the '80s aesthetic, from the fashion and music to the horror movie influences that defined that decade. While Stranger Things is a new story, it’s heavily inspired by the beloved films, music, and television shows of the '80s. For Gen X and Millennials, it’s a nostalgic trip back to their childhoods. For younger generations, it's a window into a world they never experienced but can now romanticize.
The show’s success isn’t just about the visual nods to the '80s, either. It’s the feeling the show evokes—the music, the references, the colors—everything about it speaks to a time in pop culture that resonates deeply with audiences. Stranger Things has cleverly blended nostalgia with contemporary storytelling, creating a new cultural moment while honoring the past. This is a perfect example of nostalgia not only honoring a period in time but also enhancing the present, making it something new yet familiar.
Pepsi: Retro Cans
Pepsi has long relied on nostalgia to stay relevant in an ever-changing market. One of the most notable examples is their decision to release limited-edition retro cans, featuring the vintage logo that many consumers remember from the '80s and '90s. Pepsi’s use of nostalgia here isn't about rebranding or making drastic changes—it’s about reminding consumers of their long-standing connection to the brand. For people who grew up with Pepsi, it’s a moment of nostalgia that recalls simpler times—family gatherings, road trips, and celebrations. For younger generations, it’s a cool, vintage aesthetic that brings a sense of timelessness to the brand.
Pepsi’s retro cans are a small yet effective way to reignite nostalgia without feeling forced. They tap into a cultural memory that spans generations while reinforcing the idea that Pepsi has been a part of American culture for decades. This is nostalgia as a celebration of history, rather than an attempt to relive it.
Now that we've seen how nostalgia can work wonders for brands, it's time to shift our focus to the other side of the coin. Nostalgia, while powerful, doesn’t always guarantee success. In fact, it can go terribly wrong if brands fail to execute it correctly. So, let’s take a closer look at where nostalgia campaigns have faltered and examine why some nostalgic attempts fall flat.
The Failures: When Nostalgia Falls Flat
While nostalgia can be a powerful tool, it’s also a slippery slope. When brands miss the mark, nostalgia can quickly become a gimmick—a hollow attempt to revive something that no longer resonates or, worse, feels forced. The danger lies in using nostalgia without truly understanding its power or how it connects to a brand’s current identity. So, let’s look at some examples where nostalgia didn’t work and explore why these campaigns failed to capture the same magic as their successful counterparts.
New Coke: The Iconic Disaster
Perhaps the most infamous nostalgia failure in branding history is Coca-Cola’s “New Coke.” In 1985, Coca-Cola decided to change their formula in an attempt to compete with Pepsi, introducing a new taste it believed would appeal to the younger market. The backlash was immediate and intense. Consumers were not just upset by the taste—they felt betrayed. Coca-Cola wasn’t just selling a product; they were selling a cultural icon, and by changing the formula, they threatened the emotional bond that consumers had formed with the brand.
The failure of New Coke wasn’t just about the product itself; it was about misunderstanding the power of nostalgia. People didn’t just drink Coca-Cola—they had memories attached to it. It was part of summer picnics, family holidays, and road trips. The nostalgia wasn’t about the taste—it was about the comfort and tradition of the brand. Coca-Cola’s attempt to "improve" the product ignored the emotional ties that made it special. The lesson here is clear: nostalgia isn’t just about replicating a past product—it’s about understanding why that product mattered in the first place.
Gap’s 2010 Logo Redesign
In 2010, Gap made a bold move: they unveiled a new logo, attempting to modernize their brand and make it feel more current. The problem? They completely disregarded the decades of nostalgia attached to their classic logo. The old Gap logo wasn’t just a visual—it was a symbol of familiarity, consistency, and comfort. For many, it was tied to memories of shopping trips, new clothes for the school year, and milestones in their lives.
The backlash was swift. Consumers didn’t just dislike the logo—they felt a sense of loss, as if something deeply familiar had been taken away from them. The new logo felt disconnected from the brand’s history and identity, and it failed to evoke any positive memories. After just one week of public outcry, Gap reverted to the old logo. This failure highlights the dangers of trying to force nostalgia into a rebranding effort without considering the emotional weight of the original design. Nostalgia works when it honors the past, not when it tries to erase it.
Pepsi’s 2017 Kendall Jenner Ad
Pepsi’s 2017 ad featuring Kendall Jenner is a prime example of how nostalgia can go terribly wrong when it’s mishandled. The ad was meant to tap into themes of protest and social justice, but it came off as tone-deaf and inauthentic. The ad tried to co-opt the imagery of modern-day movements for racial justice, and by doing so, it trivialized real-world struggles. The nostalgia element in this campaign wasn’t about a specific product or moment—it was about tapping into a cultural moment that Pepsi thought would resonate.
But the backlash was fierce, with many criticizing the brand for trying to capitalize on something deeply serious in a superficial way. The ad didn’t just fail—it alienated consumers by attempting to leverage nostalgia in a way that felt manipulative and out of touch. Pepsi learned the hard way that nostalgia isn’t about exploiting cultural moments—it’s about connecting authentically to the feelings and experiences that matter to people. Misusing nostalgia in this way can damage a brand’s reputation and trust with its audience.
The Return of Blockbuster Video (and Other Nostalgia-Based Failures)
Blockbuster, the once-dominant video rental chain, attempted to re-enter the spotlight by trying to capitalize on the nostalgia of the '90s and early 2000s. While they tapped into a cultural moment when people fondly remembered Friday night video rentals, they failed to innovate or update their business model. Blockbuster tried to revive its iconic stores and experiences without understanding that the world had moved on. Consumers were no longer looking for a physical video rental service—they were streaming movies at home. Nostalgia for Blockbuster didn’t compensate for the brand’s inability to evolve with the times.
This is a perfect example of how nostalgia can fail when a brand doesn’t adapt to the present. While nostalgia might bring people back for a moment, it’s not enough to keep them engaged if the brand doesn’t also offer something new. Nostalgia can’t fix what’s broken—it can only enhance what’s still valuable.
As we move on, it’s important to note that nostalgia can’t be used blindly. Brands need to understand the line between honoring the past and using it as a crutch. So, let's explore how brands can avoid the pitfalls of nostalgia and find ways to wield it effectively without losing their way.
When Nostalgia Doesn’t Work: The Dangers of Relying Too Heavily on the Past
While nostalgia can be a potent tool in a brand’s arsenal, it’s not a magic fix. Relying too heavily on past success can create a stale, uninspired brand identity that fails to resonate with newer generations or push the brand forward. Brands that constantly look to the past risk becoming stagnant, trapped in their own history, unable to adapt to an ever-changing world. So, how do brands walk the fine line between honoring the past and embracing the future?
Overuse of Nostalgia: The Stagnation Trap
One of the biggest dangers of nostalgia is that it can become a crutch. When brands over-rely on nostalgic elements—whether it’s a product, an aesthetic, or a jingle—they risk losing their sense of innovation. Nostalgia is powerful, but it can’t replace real innovation. Take, for example, brands like Blockbuster or Kodak, which tried to cling to past success without adapting to the digital era. Nostalgia alone isn’t enough to sustain a brand.
When a brand continually taps into nostalgia without evolving, it sends a message that it’s more interested in revisiting the past than in moving forward. Consumers may get excited about a nostalgic product or campaign for a brief moment, but over time, they’ll expect more, especially when competing brands are pushing the envelope with new, exciting offerings. Nostalgia can be an anchor that keeps a brand from exploring new ideas and appealing to the next generation of consumers.
Alienating New Generations
While nostalgia can foster loyalty among older customers, it can alienate younger audiences who have no connection to the past. Brands that rely solely on nostalgic imagery or references may come across as outdated or out of touch. Take the case of Coca-Cola and Pepsi in the 1980s. While the brands were using nostalgia to appeal to the older generations, they had to work hard to modernize and appeal to younger consumers to stay relevant. Those who grew up with Coke and Pepsi had emotional ties, but the younger generation had their own preferences. Brands that fail to balance nostalgia with innovation can risk becoming irrelevant in the eyes of younger, more diverse audiences.
For example, if a brand like Coca-Cola or Pepsi had simply stuck with their vintage look without evolving or modernizing their marketing to fit new sensibilities and values, they would have alienated younger generations who prioritize sustainability, authenticity, and transparency. Nostalgia can’t be the only language a brand speaks—it has to be balanced with an understanding of contemporary culture and values.
The Risk of Inauthentic Nostalgia
Another danger lies in the inauthentic use of nostalgia. It’s one thing for a brand to tap into real, genuine memories—it’s another to force nostalgia into an unrelated context just to sell something. Consumers can easily detect when a brand is simply “jumping on the nostalgia bandwagon” without a true connection to the past. This is where nostalgia campaigns can quickly feel exploitative, rather than sentimental.
Take Pepsi’s 2017 ad with Kendall Jenner, for example. The ad was widely criticized for attempting to co-opt social justice movements for marketing purposes. What was supposed to be an empowering message felt hollow, as it attempted to tap into the cultural zeitgeist without respecting the depth of the issue at hand. This is the danger of using nostalgia—or any cultural reference—without a genuine connection to it. It can come off as tone-deaf or even manipulative.
The Consumer’s Changing Relationship with the Past
It’s also important to consider how consumer perceptions of the past are changing. Younger generations may not hold the same reverence for the past that older generations do. Millennials and Gen Z are more likely to look at past trends with a sense of irony or detached amusement, rather than a deep emotional connection. When a brand depends on nostalgic references that don’t resonate with newer consumers, they risk seeming outdated or out of touch.
This shift is something brands must recognize in order to stay relevant. The more a brand clings to the past, the less it can move forward with evolving consumer expectations. For example, while certain '90s trends are making a comeback, not every attempt at revisiting that time will resonate with younger audiences. In some cases, what once seemed like a clever throwback may now feel more like a marketing gimmick.
As we move into the final section, it's clear that nostalgia is a tool that needs to be used strategically. It can be a powerful way to connect with consumers, but it should never be the sole driver of a brand’s identity. So, let’s explore how brands can find a balance—using nostalgia to enhance their story while still allowing room for innovation and growth.
Navigating Nostalgia: How Brands Can Use It Wisely
The key to using nostalgia effectively in branding is knowing when and how to tap into the past without getting stuck there. Nostalgia should never be a fallback or a band-aid for a brand that has lost its way. Instead, it should serve as a bridge—a way to connect a brand's history with the future while still leaving room for innovation. Let’s explore how brands can strike this balance and use nostalgia wisely, ensuring it complements rather than stifles their evolution.
Balancing Nostalgia with Innovation
To make nostalgia work, brands need to find a way to honor their past while embracing change. Successful nostalgic campaigns don’t rely on past glory alone—they enrich it with new ideas, modern sensibilities, and relevant trends. Think about how Pepsi’s retro cans capture nostalgia while still presenting the brand as forward-thinking and relevant. The campaign isn’t just about the past—it’s about giving consumers a chance to relive something familiar while experiencing it in a fresh, contemporary way.
A great example of this balance is seen in Nike’s Air Jordan line. While the retro Jordans certainly bring back memories of Michael Jordan’s legendary basketball career, Nike continually reimagines the shoe with new colors, materials, and styles. By doing this, they’re able to evoke nostalgia while keeping the product line fresh and exciting for new generations. The nostalgia is the hook, but innovation keeps the brand from becoming stagnant.
Leveraging Nostalgia Without Alienating New Audiences
The danger of relying too heavily on nostalgia is that it can alienate younger audiences who don’t share the same memories or connections. For brands, the key here is creating a sense of inclusivity, making nostalgia relevant to both older and newer generations. One way to do this is by incorporating nostalgia into modern, culturally relevant contexts.
For example, Stranger Things has done this brilliantly by using '80s aesthetics and music to create an atmosphere that resonates with older viewers while still being accessible to younger audiences. The show takes nostalgic elements—like walkie-talkies and retro fashion—and reinterprets them for a contemporary narrative. This gives newer generations a sense of "vintage cool" while allowing older generations to bask in the familiarity of their childhood.
Creating Meaningful Connections Through Nostalgia
To truly make nostalgia work, brands must ensure that it isn’t just a superficial gimmick. It’s about creating a meaningful connection between the consumer’s past and the brand’s present. Take Coca-Cola’s “Share a Coke” campaign, for example. Coca-Cola didn’t just throw a name on a bottle; they created a personalized experience that allowed people to relive a moment with a friend or family member. By incorporating a familiar product into a new experience, they created an emotional moment that resonated far beyond the simple act of drinking soda.
Brands should focus on creating experiences that tap into the heart of nostalgia, not just the surface-level aesthetics. Whether it’s a product, a jingle, or a logo, nostalgia works best when it’s tied to personal memories or shared cultural experiences that hold real meaning for consumers.
Knowing When to Move On
One of the most important lessons in navigating nostalgia is knowing when to let go. Brands should be aware of when the past is no longer serving them and when it’s time to evolve. If a brand continues to rely on nostalgia long after it has stopped being effective, it risks becoming irrelevant or outdated.
A great example of knowing when to evolve is Apple. While Apple has used nostalgia in the past—especially with its early iMac and iPod designs—it has never let itself be defined by the past. Apple continues to innovate, constantly pushing the envelope with new technologies, while still honoring its roots in sleek, user-friendly design. The key to Apple’s success is that it uses nostalgia as a foundation, but it never gets stuck there. It evolves and grows with the times.
As we wrap up this exploration of nostalgia in branding, it's clear that when used correctly, nostalgia can be a powerful tool for emotional connection and brand loyalty. But brands must also stay agile, embracing the future while respecting their history. In the end, nostalgia isn’t about clinging to the past—it’s about using it as a stepping stone to something new, something exciting.
Summing Up: The Fine Line Between Tribute and Trap
Nostalgia is one of the most powerful tools in a brand’s toolbox, but like any tool, it must be used with care. When done right, nostalgia creates emotional connections, strengthens brand loyalty, and helps brands stay relevant across generations. It allows consumers to tap into their own memories while experiencing something familiar in a new way. But as we’ve seen, nostalgia isn’t a magic fix—it’s a delicate balancing act. Used recklessly, it can alienate younger audiences, stifle innovation, and make a brand seem stuck in the past.
The key is balance. Brands that successfully navigate nostalgia understand that while the past is important, the future is where they must go. Nostalgia should enhance the present, not hold it back. Whether through honoring a brand’s history or incorporating cultural moments that span generations, the most successful nostalgia-driven campaigns are those that know when to embrace the past and when to move forward.
At ThoughtLab, we see this as part of the broader conversation around brand evolution. Brands don’t just need to reflect on what they’ve been—they need to think about where they’re going and how they can continue to grow while staying true to what makes them unique. Nostalgia can be a guiding force in this journey, but it’s only one part of the equation. Brands that succeed will do so not by clinging to the past, but by building a bridge between their history and the future they’re creating.
