The Art of Nostalgia Marketing: Why Brands Are Bringing Back the 90s
Nostalgia marketing taps into the emotional power of past memories, helping brands connect with their audience on a deeper level. Over the last few years, many companies have successfully capitalized on 90s nostalgia, bringing back iconic ads, products, and even beloved characters. But why the 90s?
A study by Kantar revealed that 52% of of 12- to 29-year-old consumers prefer classic brands & 81% of them mentioned that they enjoy when the brands bring back childhood products or trends. Millennials, the generation that grew up during the 90s, currently make up over 70% of the workforce. This demographic holds immense purchasing power, making them a prime target for nostalgia-driven campaigns.
Why Nostalgia Marketing Works
Nostalgia marketing is a powerful strategy that taps into consumers’ emotional connections to the past. This approach evokes fond memories, creating a sense of comfort and familiarity. Here’s why it is effective.
Emotional Connection: Nostalgia triggers strong emotional responses. When consumers recall positive experiences, they form a deeper connection with brands. Studies show that 70% of Millennials feel more favorable toward brands that evoke nostalgic feelings.
Memory Recall: Nostalgic marketing enhances memory recall. It brings back cherished moments linked to specific products or experiences. This makes consumers more likely to remember and choose those brands when making purchasing decisions.
Authenticity and Trust: Brands that utilize nostalgia often appear more authentic. This authenticity builds trust among consumers. In fact, 60% of Millennials prefer brands that demonstrate genuine connections to their values and memories.
Differentiation in the Market: In a crowded marketplace, nostalgia helps brands stand out. By offering familiar and comforting messages, brands can differentiate themselves from competitors. This uniqueness attracts consumers who appreciate nostalgic elements.
Storytelling: Nostalgia marketing often involves storytelling that resonates with audiences. These narratives draw consumers in and keep them engaged with the brand’s message. Effective storytelling can lead to increased brand loyalty.
Longevity and Timelessness: Nostalgia appeals to people of all ages, making it a timeless marketing strategy. Brands can adapt nostalgic themes over time, ensuring they remain relevant to different generations.
Let’s explore 5 detailed case studies of brands that have recently used 90s nostalgia marketing, uncovering how this strategy helped them stand out.
5 Case Studies of Brands Using 90s Nostalgia
1. Cadbury Dairy Milk – Reimagining the Iconic “Kuch Khaas Hai” Ad
Year: 2021
Country: India
In 2021, Cadbury brought back its iconic “Kuch Khaas Hai” ad from the 90s but with a fresh twist. The original ad featured a young woman joyfully dancing on a cricket field, celebrating her partner’s winning run while holding a Cadbury Dairy Milk chocolate bar. This simple yet powerful portrayal of joy became a cultural phenomenon in India, with the song and visuals deeply etched in the memories of 90s kids.
For its 2021 re-launch, Cadbury reversed the roles—this time showing a male protagonist dancing to celebrate a female cricketer’s victory. The gender swap not only updated the ad for modern sensibilities, but also retained the essence of joy and celebration from the original. This clever mix of nostalgia and progressive values made the campaign resonate with both millennial consumers, who fondly remembered the ad, and younger audiences. Social media buzz played a significant role in amplifying the campaign, with fans appreciating the gender-positive approach.
Old Ad
New Ad
2. Pepsi – The Return of Fido Dido
Year: 2018, 2022
Country: Global
Fido Dido, Pepsi’s laid-back and fun-loving cartoon mascot, became a symbol of youthful rebellion in the 90s. In 2018, Pepsi brought back Fido Dido in Back to Cool campaign for a limited-edition run of cans, merchandise, and a digital campaign & later in 2022 it has launched a new set of campaigns #7UPThinkFresh featuring Fido Dido. The playful, minimalist character resonated with 90s kids who associated Fido Dido with carefree summer days and after-school hangouts.
Pepsi capitalized on this sense of nostalgia while also engaging Gen Z with Fido Dido’s quirky personality. The brand connected the old with the new, showing that Fido Dido’s easy-going attitude was just as relevant in the fast-paced world of 2020. The campaign extended beyond packaging, with limited-edition merchandise and interactive online content, further enhancing consumer engagement. Pepsi’s sales saw a noticeable uptick during the campaign, proving that nostalgia can also drive revenue growth.
Old Ad
New Ad
3. McDonald’s – Reintroducing 90s Happy Meal Toys
Year: 2019
Country: Global
To celebrate the 40th anniversary of the Happy Meal in 2019, McDonald’s reintroduced some of its most iconic toys from the 90s. These included Tamagotchis, Beanie Babies, and Furbies—items that became cultural symbols of 90s childhood. For many millennials, these toys represented a simpler, more carefree time, and McDonald’s tapped into this powerful nostalgia.
This campaign had a cross-generational appeal, as millennial parents relished the opportunity to share a piece of their own childhood with their kids. The Happy Meal toys became a talking point across social media platforms, with many customers sharing pictures of their collectibles and fond memories of the 90s. This resulted in a sales boost for McDonald’s, showing how nostalgia can bridge generations and boost brand loyalty.
4. Amul – Revisiting 90s Ads with a Modern Twist
Year: 2020, 2022
Country: India
Amul’s famous billboard ads, known for their witty take on current events, have been part of Indian pop culture for decades. During the 2020 lockdown, Amul responded to popular demand by bringing back some of its most iconic advertisements from the 90s, reminding consumers of its longstanding cultural impact. Later, in 2022, to mark World Milk Day, Amul revisited its famous “Doodh, Doodh, Doodh” campaign, adding a modern twist to the beloved jingle, further cementing its connection to both past and present audiences.
By retaining the visual and tonal elements of the 90s ads, Amul successfully evoked nostalgia among older audiences while keeping younger consumers entertained with its topical humor. The campaign was highly effective on social media, where fans of the brand enjoyed seeing the fusion of old and new.
Old Ad
New Ad
5. Disney – Live-Action Remakes of 90s Animated Classics
Year: 2019-2022
Country: Global
Disney has been leading the charge in nostalgia marketing by remaking its 90s animated classics into live-action films. Between 2019 and 2022, Disney released live-action versions of The Lion King, Aladdin, and Mulan—films that were iconic to children growing up in the 90s.
These live-action adaptations not only drew in millennials who wanted to revisit their childhood favorites, but also introduced these beloved stories to a new generation. By blending cutting-edge CGI and star-studded casts with the nostalgia of 90s classics, Disney achieved massive box office success, solidifying its dominance in the entertainment industry.
Lion King
Aladdin
The Emotional Power of Nostalgia in Marketing
As we’ve seen through these case studies, nostalgia marketing works because it taps into consumers’ emotions. By leveraging familiar stories, themes, visuals, and characters, brands can create campaigns that resonate deeply with their audience. According to a study by IJSR, 86% of respondents reported feeling a connection with brands after watching nostalgic advertisements. Additionally, 76% of respondents were reminded of their childhood memories and experiences, which led them to link these nostalgic feelings with the brands featured in the ads.
Nostalgia is not just about looking back—it’s about blending the past with the present to create something that feels both familiar and new. For brands seeking to build deeper connections with their consumers, nostalgia marketing offers a powerful tool that can drive engagement, loyalty, and even sales. If you want hands-on training in various marketing techniques explore here.
