Since the beginning of #throwbackthursday and the more recent #flashbackfriday – consumers and brands have been taking a look back at what the past was and means. It could be a memory that was cherished, an accomplishment achieved, an uphill battle overcome, or just something really funny.
Apps like Timehop have allowed people to look back more frequently and see where they were a year or more ago on this very day. Facebook allows you to see friendships from years ago. It’s typically fun and enjoyable (unless it’s a memory you wish you didn’t have to relive – oops!) and something people are excited to share back out to let others remember too.
And there’s more…
Old bands have been reuniting and creating new albums and having concerts together. Casts of TV shows are being resurrected for new seasons (i.e. Heroes).
Older fashion styles are coming back for another season too. Additionally so are old past times like listening to records, reading actual books, playing with toys from generations ago.
What’s old is new again.
Brands realize that too.
It’s an opportunity for brands to create new content (from old content or events). It allows the brand to show another side to the brand through history and well-received content/events. For example, if there is an iconic package or product, a brand may look back at the beginning and show the evolution over time. And brands are already doing this.
But what else can brands do to take advantage of nostalgia and how consumers are excited about it?
- Create experiences to relive the “new old” in a way that’s unique from before
- Create a series that brings it life (i.e. a comic book, video series, or offline event that reoccurs).
- Allow fans to share their old experiences through the new lens
- Keep it authentic by leaving some to the imagination rather than forcing the nostalgia
- Bring back best sellers to surprise and delight – i.e. Calvin Klein and their 90s campaigns; pumpkin flavored everything; troll dolls; classic old school converse and adidas sneakers; and more.
Nostalgia…not just a thing of the past.