Nostalgia is a
Nostalgia is a marketing strategy that firms employ to elicit nostalgic memories in their
customers to urge them to make purchases. Consumers commonly fantasize about a simpler,
more stable, or even utopian moment in their lives due to these thoughts. Marketers serve as a
reminder of their youth by eliciting feelings of nostalgia in consumers. Some brands that used
nostalgia to market their product include crystal Pepsi by Pepsi, surge comeback by Coca-Cola,
and Nintendo Classic mini by Nintendo.
Pepsi introduced Crystal Pepsi in the 1990s as a caffeine- and preservative-free substitute
for its most popular cola. After several years, the brand briefly reintroduced the beverage in
2016. Numerous throwbacks, such as Furbies and Tamagotchis, were incorporated into this
product’s marketing campaign to increase sales among those familiar with the product’s original
launch. As a result, the product acquired interest on social networking sites such as Twitter and
Coca-marketing cola’s methods have always been effective. In the 1990s, the company
launched a drink called ‘Surge’ to compete with Mountain Dew but discontinued it in 2003. After
a few years, though, devotees of the now-defunct beverage launched a petition in 2014, igniting a
massive social media movement. Coca-Cola responded the next year enthusiastically, rereleasing the beverage online in the United States for a limited time and rapidly selling out.
Coca-Cola vintage soda cans remain very collectible and are considered a rare find.
Nintendo is no stranger to nostalgia marketing, having used it to boost existing customer
sales of their latest platforms. In 2016, Nintendo introduced the Nintendo Entertainment System
(NES) Classic Mini, a small version of the company’s first game machine. The device featured a
simple plug-and-play design evocative of retro gaming systems from the 1990s and came preloaded with over 30 classic games such as Super Mario Bros., Pac-Man, and Donkey Kong. As
of June 2018, Nintendo had sold over 3.6 million copies worldwide.
Nostalgic ads try to remind your audience of those fantastic former events. Reliving the
experience makes consumers more likely to feel the same way about your brand. This is a winwin situation for everyone. Small and large businesses alike use traditional values to instill
sentiments of security, comfort, and participation in their customers. Recontextualizing an old or
new work of media art for today’s audience is appropriation. Appropriation is the process of
reusing previously made parts. By appropriating or recontextualizing existing imagery or
components, they allow the spectator to re-evaluate the original’s significance.
In my opinion, unfiltered conversations with strangers, swimming in a clean ocean, fresh
air, and living in a detoxified environment will be nostalgic. Above all, I fear for people’s
humanity. Consider the meaning of life and meaningful human touch. I am unsure if they will be
extinct in 25 years, but I suspect they are dwindling. Children from seven to fifteen are already
different and less conscious than previous generations.