Old memories often surface, and the more the years go by, the more this phenomenon intensifies. It is then that nostalgia for the past appears, tinged with a touch of regret or pleasant feelings. The back and forth between the present and the past never ceases to make thoughts travel. Pascal said: “we wander in times that are not our own” while Proust was struck by reminiscence while tasting his piece of madeleine.

Objects, smells, shapes, sounds, tastes, moments, people, all are there to reactivate feelings. By using nostalgia as an emotional springboard, brands play on our relationship with time and our desire to retreat into pleasant memories, sometimes full of carefreeness and sweetness.

“The pleasure of doing good, the happiness of doing it well” – Sodebo

The new campaign of the food brand Sodebo brings us back to the land of the francs (look at the slate). The sets and costumes are carefully chosen to immerse the audience in an old time (the good old days, nostalgic ones would say ;-)) The three little girls decide to make a homemade salad for an old gentleman who apparently only eats canned goods. It’s light, it’s cute, and this storytelling serves the story of today as the protagonists have grown up and are now co-presidents of SODEBO (daughters of the founders).

Super Mario Bros. 35

For the 35th anniversary of Super Mario Bros., Nintendo activated our childhood memories (depending on your age today, of course) notably with the release of Super Mario Bros. 35. The 2D platform game in battle royale mode and its retro design delighted many. What is interesting to observe in the video game industry is the transgenerational dimension. The player generation of the 80s shares the games of their childhood with the younger ones (often their children), and game modes like battle royale (democratized in 2017) serve as a real bridge between eras.

Second life and nostalgia

We all have old clothes or objects in our closets that have a story and we find it hard to part with them. There is a strong sentimental link that is undeniable. Campaigns around “second life” also surf on nostalgia marketing by bringing back vestiges of the past. Moreover, while watching advertisements, a little voice in our head tells us: “oh yes, I had that toy too.” To give them new life, it is enough to pass them on or recycle them.

The campaign of the clothing brand Aigle tells the story of a little girl who envies her sister's jacket. When she leaves the family home, she passes on her coveted item.

The phone brand Orange launches a campaign with nostalgic accents to raise awareness among its audience about the collection, refurbishment, and recycling of mobile devices. “Let's give our phones a second life.” Before the slogan emerges, we follow the adventures of a plastic toy (a phone) that accompanies a little girl's daily life. She ends up abandoning it as she grows up before rediscovering it in the attic and giving it to her child, who will surely give it a new life.

The use of this feeling of nostalgia relies on often similar storytelling. The little girl can be who we have become, the stories can be those we have lived, the objects can be those we have had or long desired. Emotions resurface, memories reappear, a connection is created, and brands know this well. In the current context, the present can be painful, the future is uncertain. Happy memories of the past then serve as a refuge, a means of escape, an emotional lever reminding us that we all need reassurance, comfort, and sweetness.

To circle back to Pascal, the philosopher said:  “Let each examine his thoughts; he will find them all occupied with the past or the future. We think almost not at all about the present […]”. In advertising, and communication more broadly, brands do not hesitate to call on the retro to let an entire heritage come to life and trickle into our modern daily lives.

The new visual identity of Burger King designed by Jones Knowles Ritchie and its retro look reminiscent of the 70s (“The new logo pays homage to the brand’s heritage with a refined design that’s confident, simple, and fun.”)

The K-Pop group BTS has marketed a limited edition cassette of its new single in the United States. All stock sold out in less than an hour.