Research shows we’re more likely to spend money when we’re feeling nostalgic.
And marketers must believe the research, because the nostalgia trend is still proving popular – particularly for brand anniversary campaigns.
Here’s the ‘latest in nostalgia’ from KFC, McDonald’s and Powerade:
(Top image: Scene from McDonald’s ’50 years of Big Mac’)
Time travelling brand anniversary TVCs
Both KFC and McDonald’s have just celebrated big brand anniversaries with spots aiming to re-create a specific period in time.
Finger lickin’ good for 50 years
Australia’s first KFC opened 50 years ago in Guildford. KFC celebrated this April with a TVC featuring the ‘bucket’, set in 1968. A young boy is liberated from a formal, boring ‘meat ‘n’ 3 veg’ dinner. He takes the bucket out onto the street to share with the neighbourhood kids. To complete the retro scene, there are also some tasty vintage motors in the background. Created by Ogilvy Sydney, the tagline is ‘Finger lickin’ good for 50 years’.
Thanks also to the Youtube user Conniptions886 who uploaded KFC’s first Australian TVC:
McDonald’s celebrates 50 years of the Big Mac
This spot from DDB Sydney takes us back through the decades, reinforcing the ubiquity of the Big Mac:
It’s part of a global campaign with Leo Burnett London creating this ad on a similar theme:
Looking forward, from the past
While evoking nostalgic feelings can be very effective for fast food, it doesn’t suit every brand.
But as the following spot shows, marketers can still remember the past – while situating the brand in the present. In this spot created by Ogilvy Sydney, Powerade leverages fan nostalgia for football – while keeping the brand future-focused:
Charming, but slightly ridiculous footage from the archives contrasts with current training scenes, uniforms and skills. The spot honours the history of football, while showing how far the sport has come.
So, nostalgia has moved beyond being just a marketing trend to become a regular tool in the marketers kit. And surprisingly, it can work for future-focused brands too.
Nostalgia is not just for anniversary campaigns
Whether you have an anniversary to celebrate or not, these resources can help you harness the power of the past:
- Learn how to make nostalgia marketing work for your brand
- For more examples and research, download our e-book guide on nostalgia marketing