Coca-Cola’s renowned Christmas ads never fail to make viewers feel the magic of childhood Christmases again. Year after year, we hear people say that Christmas has officially begun now that Coca-Cola ads are back on our screens.
But why is this the case? How can a soft drink brand drive so much impact at Christmas that evokes special feelings of warmth and festivity that not many other ads do, making users associate this time of year with the brand? This is the power of nostalgia.
What Is Nostalgia?
Nostalgia is a feeling of wistful, sentimental longing or affection for a period of time in the past that a person yearns to return to.
It’s generally a feeling of positivity, making people feel optimistic and inspired as well as feelings of purpose and youthfulness. Nostalgia is something that can bring people together no matter what as it taps so deeply into emotion…and we all know that emotional marketing works.
The Power Of Nostalgic Marketing
Playing into the feeling of nostalgia is a tried and tested powerful tool that should be apart of your marketing strategy. By putting your spin on nostalgia, you’ll be on your way to increasing brand loyalty and influencing consumer buying behaviour more assertively.
This is because attaching those deep-rooted feelings to your brand builds familiarity between you and the user. When something feels familiar, users instinctively develop a sense of trust as content rings true and resonates well with them. When we trust - we buy.
As a result, encourages purchasers as users seek to retain that familiar feeling to enhance their lives.
Infact, a study published by the Journal of Consumer Research found that this feeling of nostalgia made participants more willing to spend money on consumer goods and services.
Furthermore, research found by the New York Times stated that nostalgia has been shown to make people more generous and less bored. Even on cold days, or in cold rooms, people use nostalgia to literally feel warmer which is why focusing ads on this during Christmas time works a charm.§
Why Is Nostalgia Trending?
Though this is a generalisation, a lot of today’s population feels a lack of continuous, genuine happiness due to external factors such as political movements, tax rises or global issues. As a result, nostalgia poses as being an ’escape’ from their current reality.
This could explain why there appears to be a growing trend in the media right now, tapping into the powerful pull on heartstrings that nostalgia evokes.
Nostalgia has always been a “thing”, but we feel as though it can often be overlooked as a part of digital marketing strategies. Marketers talk about the power of emotional advertising, but never specifically what that emotion feels like and how you can do it.
How You Can Try This Tactic
Brands leverage the power of nostalgia in many ways, so giving nostalgic marketing a go is a no-brainer!
Referencing
Whether it’s a comparison in your ad copy or a mention in a YouTube ad or short-form content such as Shorts, using nostalgic references is a great way to encourage engagement and start a conversation. However, make sure it makes sense to your brand's positioning or is related to your niche.
Creative Design
Borrow the aesthetic from nostalgic mediums. You could test using retro colour palettes, vintage fonts, grainy aesthetics and classic imagery. Think of Soap & Glory’s branding or Martini’s ads - they all share some of the same common features as above. This is a fun way to grab attention and stand out amongst busy web placements and feeds.
Socially Relevant Content
From an organic social perspective, try to meme it. Use a nostalgic reference, pop culture moment or a piece of media such as a snapshot from an old hit movie to relate to your audience in a way that doesn’t feel like marketing. In doing so, you’re giving them something to share which as a result increases your reach, engagement and inevitably grows your brand.
Some Of Our Favourites…
Adobe’s ‘The Joy of Sketching’ pays homage to Bob Ross by evoking that same calming, encouraging atmosphere that made Ross’ hit show The Joy of Painting so beloved by its viewers.
Replicating this modern way of painting, Adobe brought back that 90s feeling of nostalgia to viewers making them feel anything is possible, regardless of skill. This approach helped viewers associate those positive feelings with the brand therefore increasing sales and engagement to the brand.
Every year, we eagerly await the new John Lewis Christmas ad, and it never disappoints. It brings back the fuzzy, magical feeling of Christmas as a child. At the core of their Christmas ad strategy is a commitment to creating emotional connections, encouraging viewers to continuously return and choose to shop with them during the holiday season, a time when spending is at its peak.
Our Final Thoughts
Ready to take a trip through time? Nostalgic marketing gives you the power to create lasting impressions, no matter the size of your brands. While we’ve highlighted the success of some big brands, the same opportunities are within reach for everyone! The core principle remains unchanged - there are endless opportunities at your fingertips.