Close
 

Blast from the past: Nostalgic marketing

  • News
  • November 20, 2018
  • Courtney Devereux
Blast from the past: Nostalgic marketing

Nostalgia marketing has become a sure-fire way to target the new upcoming Millennial shopper. It is a tactic that gets the consumer to focus on things they already know and loved, inspiring them to purchase based on memorable fondness.

Companies are now beginning to recognise the value of nostalgia in advertising, as our next generation of shopper beings to buy more gifts for their own children. 

You don’t have to be a decades-old business to enjoy the power of a nostalgia marketing strategy. Any company has the capacity to connect with old ideas and beloved concepts. With a little planning, even the most modern company can join the retro revolution, and design a heart-warming nostalgia marketing strategy.

Closer to home are a few examples of companies that are taking the power of fond memories and flipping it to get the attention of consumers.

The Warehouse:

Brining back one of the most beloved toys from the 90’s, The Warehouse has announced the return of Polly Pocket, three decades after its original launch. The generation that grew up and thrived with Polly Pocket sales in the 90’s will now have their own children to buy for, pulling back their love for the small plastic doll and her many accessories.

“Polly Pocket was a 90s phenomenon that stole the hearts of children right from its very first release, and we are extremely excited to introduce her to the next generation of Kiwi kids,” says Chedney Rodgers, Mattel ANZ marketing director.

“We hope the relaunch will evoke feelings of nostalgia for the Millennial mums of today who grew up loving Polly Pocket. This is a chance for them to share with their children the fun and excitement they had with Polly when they were younger,” Rogers adds.

Polly Pocket will be coming back into the spotlight from December 1. 

Air New Zealand:

Throwing it back to the glory days of hip-hop in the 90’s. The latest Air New Zealand safety video took a stab at connecting with their audience on a powerful emotional level. Unfortunately, the video missed the mark and was deemed ‘cringe’ by a lot of viewers. Despite the mixed reviews, the video still communicated the nostalgia well, with clothing, music and dance moves all signalling back to the music videos of the 90’s.

Spotify:

In 2016, music streaming service, Spotify, delivered a new spokesperson to the marketplace in the form of Falkor and Atreyu from the hit movie “The NeverEnding Story”. To make the nostalgia marketing campaign even more impressive, the company behind the advertisement got the original actors for both characters to reprise their roles.

Nokia:

With the tagline stating, “The icon is back”, the Nokia 3310 thrived off consumers collective appreciation for the unbreakable phone of the 90’s. The phone took the classic silhouette of the original and reimagined it for newer consumers who are used to more bells and whistles.

The marketing team took what was iconic about the old phone and reinstated its durability. Including its 3-month standby battery life and new updated Snake game. “Remember your old score?” the campaign asked, “Think you can beat it?”

Other brands like Nike and Pepsi are already using retired designs and logos from the past, announcing them as “throwback” options or “retro” products. Shows and movies are tapping into old design features and strategies to tickle the nostalgic nerves of their watchers.

Nostalgia marketing is a simple concept. It’s all about using old, familiar concepts known for developing happy connotations and fond memories, to build trust for new ideas and brands. What better way to convince your customers that you’re worthy of their time than to associate your company with something they already love?

​ ​

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

 

Restaurant Brands turns 22

  • News
  • March 26, 2019
  • Sarah Dunn
Restaurant Brands turns 22

As it prepares to celebrate its 22nd birthday, the listed corporate franchisor foresees a sunny future for the three – soon to be four - multi-site branded food retail chains it manages in New Zealand.

Read more
 
 

Linwood businesses struggle in mosque attack aftermath

  • News
  • March 26, 2019
  • Radio New Zealand
Linwood businesses struggle in mosque attack aftermath

A group of Christchurch businesses are struggling to get back on their feet after the attack on their neighbouring Linwood Mosque. Photo: RNZ / Katie Todd

Read more
 
 

Farmers account awarded to Clemenger Group

  • News
  • March 26, 2019
  • StopPress Team
Farmers account awarded to Clemenger Group

99 and Colenso BBDO have won the creative and customer experience business for Farmers. The win, after a competitive pitch, sees the advertising account return to 99 after a six-year hiatus.

Read more
 

Social scoreboard

Zavy and The Register have worked together to create a scoreboard that compares how the top 25 traditional media advertising spenders in New Zealand have performed on social media over the past 30 days, updated in real time.

 
topics
Concept to closet
Business coverage of New Zealand Fashion Week.
Town centres
A positive retail environment over the past 12 ...
Amazon Arrival
Keeping up with all things Amazon as it ...
The Retail Yearbook 2017
As we battle our way through the busiest ...
Hospitality enhancing retail
Some think food and integrated hospitality offerings will ...
The future is bright
We spoke with four retailers in their twenties ...
Spotlight on signage
At first glance, the humble in-store sign might ...
Red Awards 2016
The Red Awards for retail interior design celebrate ...
Auckland Unitary Plan
Auckland is changing. The Unitary Plan will decide ...
How to open a store
Sarah Dunn considers what it would take to ...
All things to all people
Kiwi retailers share their omnichannel strategies.
Rising stars
Retail's top young achievers.
Delivering on your promises
The sale isn't over until your item is ...
Retail in heartland New Zealand
Retailers keep the regions pumping, but how strong ...
Sisterhood
Women in retail help one another. We spoke ...
The changing face of retail
Shifting demographics are creating big changes in New ...
The retail yearbook
With the help of experts in the retail ...
Retail rogues
We put the spotlight on staff training. Jai ...
Here come the giants
Topshop has arrived in Auckland’s CBD, David Jones ...
Window shopping: A spotlight on social media
Sarah Dunn and Elly Strang look at how ...
From retail to e-tail
Ecommerce has become part of the way mainstream ...
Loyalty in the digital age
How are retailers maintaining loyalty? Sarah Dunn, Elly ...
The Innovators | In partnership with Spark Business
Technology is rapidly changing the retail industry as ...
 

Hemp products go beyond the specialty shelves

  • News
  • March 25, 2019
  • Sarah Dunn
Hemp products go beyond the specialty shelves

Since hemp seeds’ legalisation for growing, manufacture and sale in November 2018, supermarkets have quickly pivoted to include hemp products such as protein powder in their health food and specialty sections, but the trendy ingredient has already found its way into mainstream product categories.

Read more
 
 

No longer just for hippies: Is hemp the next coconut oil?

  • News
  • March 25, 2019
  • Sarah Dunn
No longer just for hippies: Is hemp the next coconut oil?

The Naturally Good Expo, held over June 2 – 3 in Sydney, will bring retailers, brands and practitioners together to learn about all things healthy, organic and natural. Among the topics discussed by industry leaders at the expo is the recent legalisation of hemp – it’s popping up everywhere. We asked John Leith of supplier Hemp Oz and speaker Susan Tapper of Holistic Marketing Healthy Sales for more information about this exciting new product category.

Read more
 

Military-style semi-automatics ban announced

  • News
  • March 21, 2019
  • The Register team
Military-style semi-automatics ban announced

As of 3pm on March 21, a wide range of semi-automatic weapons have been reclassified under section 74A(c) of the Arms Act as requiring an E endorsement on a firearms license. This means they can no longer be sold to those with A-category gun licenses, and their purchase now requires police approval.

Read more
 
Next page
Results for
Topics
Jobs
About us.

The Register provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise
The Register

editor@theregister.co.nz

Content marketing/advertising? Email anita.hayhoe@icg.co.nz or call 022 639 3004

View Media Kit

}