'Those were the days' is a phrase that is currently stuck in every GenZ's mind. We have entered times where anything and everything from the 90s seems cool. From Bell Bottoms to pixelated aesthetics, all of it is back in fashion. Consumers nowadays will buy anything that remotely reminds them of the past. This obsession is visible in trends in movies and music as well. With more and more franchises rolling in, the cinema is doing better than the original movies. Music with the touch of 90s rock and loads of aesthetic references in music videos is getting more views than ever. It is ironic how a generation barely three years old in the 90s now would do anything to live in that era again. In a world full of chaos, consumers are now looking for comfort in the surroundings around them. This trend has marked the rise of Nostalgia marketing. It includes linking a product, service, or brand with positive, familiar elements from the past to evoke an emotional bond with the target audience. Advertisers can connect past and present experiences by integrating memories into marketing to strengthen customer relationships. Brands try to induce nostalgia in customers through Nostalgia advertising, partnering with nostalgic brands, and incorporating nostalgia into product design. Brands like Nintendo, which has been around for decades, have started using their legacy to strengthen consumer trust and evoke nostalgic emotions for anyone who sees their ad. Nintendo created an advertisement with two brothers who used to play Nintendo as children. They soon grew apart and felt sad until one day; they connected over playing Nintendo again, but this time virtually. Pepsi started a drink called Crystal Pepsi in the '90s, which they discontinued. In 2022, to commemorate the 30th anniversary of the product, they announced a contest offering fans a chance to win the limited edition drink. Collaborating with brands with a strong association with the past can help boost brand visibility and form an instant connection with the consumers. Coca-Cola's collaboration with Stranger Things is one of the best examples of how the old-school aesthetics of the brand in the show revoked emotion for many, resulting in a spike in sales in the same year as the release of Stranger Things. Many brands partner with famous characters of the 90s to create a campaign for their product solely based on the emotion of nostalgia. Product is the real hero of the business. 90s fashion is all the rage, and designers have been bowed down to the trends. Marc Jacobs recently released a collection of young yet nostalgia-themed clothing. Levi released a special line of jeans honouring the 90s fashion and aesthetic. The FujiInstamax cameras are designed to give an illusion of the 90s handy cams and polaroids. The increase in demand for nostalgia has been picked up well by advertisers and marketers. Is this wave of nostalgia here to stay, or will it vanish like others only time will tell.
04 Nov 2024
Anvi Desai
