Nostalgia & Why It Sells
Ever notice all of the throwback ads/ jingles/ jerseys that companies relaunch out of the blue? They re-release a retro logo, in all of its flashy, vectored glory. Your favorite sports team will wear a throwback jersey from the 1970s. You hear that jingle in a commercial that has been retired since 1991. Why are companies choosing to do this now?
Because nostalgia sells, and here’s why.
According to Dictionary.com, nostalgia is defined as:
“a wistful desire to return in thought or in fact to a former time in one's life, to one's home or homeland, or to one's family and friends; a sentimental yearning for the happiness of a former place or time.”
That Warm and Fuzzy Feeling
I’ve talked about this before - but one of marketers’ main goals (other than to rake in the mighty dollar) is to get their consumer to evoke emotions. Either with videos or graphics, they are trying to tell a story that will get you to react and feel something to your core - so much so that it makes you want to drop by your trusty local business or chain restaurant.
If they can show you an ad from your childhood, take you back a few decades, and dig into your memory bank of what life used to be like (for me, in the 1980s growing up in rural America), they know that nostalgia is the sweet spot.
It pulls so hard at your heart strings.
It’s what makes you say “I wish I could go back just for 1 day.”
If I could just ride my bike from Judy’s house to the park and be back before the street lights came on, you felt like you owned the world. Such independence. You were the coolest kid on your street.
Or you see your team wearing a 1933 throwback jersey, (as we were cheering on our beloved Pittsburgh Steelers.) You are taken back to family football watch-parties, every Sunday, where the game was the event of the entire day. Playing cards, yelling at the tv, appreciating real American football and the family time.
Most people want to visit home, even for a fleeting moment.
Life was slower, less complicated. We crave that comfort and to relive those wonderful memories.
The Mental Health Science Behind Nostalgia
Apparently when you are nostalgic, there is a significant amount of dopamine and serotonin released, as well as several other mental health benefits. This makes you feel happy, relaxed, and super comfy.
This article goes on to say that there can be negative effects from being too nostalgic, but I think most marketers often overlook that. They hope to hold you in the happy dopamine phase, playing to all of the advantages of being nostalgic, just long enough for you to recall that memory, reform that connection, and most likely buy their product.
Nostalgia Marketing Examples
The Pizza Hut Experience: This classic pizza joint is bringing back the Tiffany style lamps, red cups, retro arcade games, and even the red roof. They are willing to remodel an entire building because they understand the importance of taking you back to that 90s birthday party you had with your besties.
Yum.com reports: “In Collider Lab’s 2026 Food Trends Report, consumers described turning to food for “small, sensory, everyday acts” that provide comfort, emotional grounding and a sense of control in an increasingly chaotic world.”
Consumers want peace and order… and pan pizza.
Striped Retro Cups and Other Merch from Chick-fil-A: This charming fast food restaurant also understands the importance of nostalgia, allowing you to purchase striped retro cups that they have “pulled from their archives.”
The cups, along with striped pool floats and striped beach towels, even sport an old slogan: “Taste it. You’ll love it for good,” which paved the way for their current slogan “Eat More Chicken.”
Dorito’s Logo: A few years ago you could buy this chip bag on grocery store shelves.
This logo flashback look just supports the whole idea that what they do hasn’t changed. It solidifies their place in the market - they own a giant share of it. They’ve been around for a long time and it’s easily recognizable. They can be trusted - with your emotions, your snack habits, and your money.
Redesigned VW Beetle: While the VW Beetle classic was such a hit, this company redesigned an entire car since the nostalgia was so strong.
Target “Saved by the Bell” Plushies: An exclusive deal with Target, BumBumz has brought the Bayside High iconic memorabilia back. Featuring a plush cell phone, tiger, cassette tape, and gym bag just to name a few - it makes me wanna run to collect them all. The 90s are IN.
Air Jordan Retro “Flint”: According to Nike.com, “The Air Jordan 13 brings back the memorable shoe that MJ wore during the '97-98 season, all the way to his 6th championship title. From the quilted overlay, sculpted midsole and holographic eye, it comes fully equipped with all the signature details.”
Nike knows full well that people in their 30s and 40s are lining up to get these retro shoes, as it will sell out. The demand it there.
Nostalgia Sells
It’s not a new concept and companies have been using nostalgia marketing for a long time. Take note the next time you see a throwback logo or an 80s ad campaign that has resurfaced. How does it make you feel? Does it make you connect with that brand even more? Don’t you love the whimsy and retro style that makes you wanna somehow transport back? What’s your favorite nostalgic campaign that you’ve seen recently?
I’m here for it and really love the nod back to the good ol’ days.
Now excuse me while I go drink my fountain soda out of my red plastic Pizza Hut cup.
