Have you ever stumbled upon a product that instantly transports you back to your childhood, flooding you with fond memories?
These nostalgic triggers can significantly enhance consumer engagement, boosting brand appeal and loyalty.
The Nostalgia Effect refers to a phenomenon where consumers are more likely to have positive feelings and stronger connections to brands that evoke memories of their past.
By tapping into these deep-seated emotions, brands can create a powerful bond with their audience, making products more memorable and desirable.
Essentially, invoking nostalgia can enhance emotional engagement and drive consumer loyalty, as people are naturally drawn to experiences that remind them of happier times.
The Science
In 1999, researchers Wildschut, Sedikides, Arndt, and Routledge conducted a pivotal study that illuminated the power of the Nostalgia Effect.
Participants were prompted to recall a nostalgic event from their past. These participants reported higher levels of positive emotions and feelings of social connectedness compared to those who recalled ordinary memories.
This phenomenon is grounded in psychological and neurological principles.
Nostalgia activates the brain’s reward centres, releasing neurotransmitters like dopamine and serotonin, which are associated with feelings of pleasure and well-being. This emotional boost enhances overall mood and can create a strong emotional bond between the consumer and the brand.
Further studies have shown that nostalgic memories often involve sensory experiences—such as smells, sounds, and tastes—that are encoded deeply in our brains.
These sensory triggers can instantly transport us back to a specific time and place, making the experience vivid and emotionally charged.
Science in the wild
Marketing that leverages nostalgia can create a powerful connection that goes beyond the rational mind.
Brands that successfully evoke nostalgia can foster loyalty and positive associations, encouraging repeat purchases and long-term consumer relationships.
By invoking memories of the past, brands can not only attract attention but also build a lasting emotional bond with their audience, making their products more appealing and memorable.
Spotify
In 2016, Spotify introduced a new spokesperson—or rather, spokes-dragon—in a 30-second ad created by Wieden + Kennedy New York.
Falkor and his companion Atreyu (now portrayed as a heavily bearded 44-year-old man) are characters from the cherished 1984 fantasy film The NeverEnding Story.
W+K brought back the original actors, Noah Hathaway as Atreyu and Alan Oppenheimer as the voice of Falkor, to reprise their roles.
The duo appears just as they did over 20 years ago: soaring through the clouds while the movie’s dramatic theme song plays in the background. “I can’t believe people still listen to this song!” Atreyu exclaims.
Falkor agrees; they share a laugh and speed off into a grainy, ’80s-style CG sky.
Tourism Australia
Instead of promoting a traditional ad showcasing Australia’s most beautiful destinations, Australia cleverly disguised a tourism campaign as a star-studded trailer for a fictional reboot of the ’80s film Crocodile Dundee.
Viewers, especially fans of the original Dundee series, were thrilled by clips from the “film,” starring Chris Hemsworth and Jason Sudeikis.
However, it is soon revealed that Hemsworth tricked Sudeikis into a tourism ad. Despite the ruse, both actors agree that their trip to Australia was the best vacation they’d ever taken.
This campaign smartly embraced the television and movie reboot trend of 2018 and 2019, while still highlighting Australia’s top tourist attractions.
Featuring famous actors in a contemporary setting, the ad was hilarious and engaging for fans of the original Dundee films as well as newcomers excited by the concept of a modern reboot.
Use Nostalgia in Your Marketing
The Nostalgia Effect can be a powerful tool to help your brand, product, and marketing messages stand out in a crowded digital landscape.
Revive Past Products or Services
Bring back popular products or services from the past that were beloved by your customers. This can generate excitement and draw in both new and returning customers.
Social Media Flashbacks
Use social media platforms to share nostalgic content that resonates with your audience. This can include #ThrowbackThursday posts, old photos, or retro-themed content.

Throwback Promotions or Events
Host events or promotions that celebrate past decades. This can include themed days, special discounts on nostalgic items, or even events that recreate experiences from the past.

To celebrate the 50th anniversary of the Big Mac, McDonald’s introduced the MacCoin, a collectible coin inspired by the original Big Mac’s debut in 1968. Each coin featured designs representing each decade from the 1960s to the 2010s.
This promotion successfully combined nostalgia with a modern marketing strategy, drawing in both long-time customers who remembered the original Big Mac and new customers intrigued by the collectible coins.
Limited Edition Retro Branding and Packaging
Use vintage-inspired branding and packaging to evoke memories of the past. This can create a sense of familiarity and trust with customers who have fond memories associated with similar designs.
Collaborations with Nostalgic Brands
Partner with brands that have a nostalgic appeal to create special products or promotions. This can help tap into the established emotional connections that consumers have with these brands.

Back in 2013, two of New Zealand’s most iconic brands joined forces to create a unique range of chocolate.
This collaboration between these two iconic brands taps into the sweet spot of nostalgia, combining Whittaker’s creamy white chocolate with the fizzy, lemony essence of L&P, complete with popping candy.
TL;DR
The key to effectively leveraging nostalgia is to understand what drives your audience, how they were brought up, and where their deepest interests lie.
To achieve this, conduct research or create buyer personas based on specific generations to uncover what resonates with them.
Or book a meeting with the team at Fruit Punch Digital