Tapping into consumers’ emotions is one of the secret weapons of brands that play on nostalgia in their marketing strategies. Retro logos, revamped iconic models, cult references… the line between stroke of genius and misstep is a fine one. We take a look at a strategy that is as effective as it is delicate.
A marketing lever in full swing
There is a renewed interest in the use of nostalgia in marketing strategies, driven by consumers’ quest for comforting emotions and points of reference. Brands, television channels, cinema and music are capitalising on this sentiment by relaunching iconic products or playing on the visual and sound codes of a bygone era. As Thomas Zavrosa, customer insight expert at the Dekuple Agency, explains: ‘This phenomenon is a powerful lever. By triggering a happy memory, the brand attracts attention, then desire. Nostalgia is a very effective emotional shortcut that no longer has to prove itself’.
The car industry is a perfect illustration of this craze, as shown by Renault, which has successfully reissued its legendary R5. A feat that the brand wishes to repeat with the upcoming returns of the 4L and the Twingo, preserving their iconic design while adapting them to current technological standards. According to Thomas Zavrosa: ‘There is a balance to be found: maintaining the spirit and charm of yesteryear, without falling into caricature or denying current consumer expectations in terms of connectivity and performance’. In the lifestyle sector, the K-Way brand has successfully won back its audience by skilfully combining references to the 80s with a cutting-edge makeover. Even Diddl stationery, once ubiquitous in playgrounds, is preparing its comeback, rekindling in some adults the memory of a carefree and sought-after era.
A nostalgia that must reinvent itself
While the Proustian ‘madeleine moment’ can be a powerful trigger of interest, it does not guarantee lasting success. Consumers not only want to relive memories of the past, but also to discover an enhanced experience, adapted to their current lifestyle.
Nintendo understood this when it launched its miniature retro consoles, the NES and the Super NES Classic Mini. Rather than simply reissuing these iconic models, the brand has integrated modern features: HDMI ports, instant save and a catalogue of pre-installed games. This fusion of past and present has attracted both nostalgic players and a new generation of gamers.
Conversely, some comebacks have missed the mark. Brands such as Tang or certain iconic confectionery products have failed to adapt their offering to current expectations, by offering unchanged recipes or formats, without any real storytelling or innovation. The result: after an initial peak of interest, these products have been forgotten. As Thomas Zavrosa points out: ‘Consumers are delighted to find something they liked again, but they also expect to be offered a new and enhanced experience. Without adapting to today’s tastes and lifestyles, the nostalgia effect immediately wears off.’
The importance of a controlled strategy
Creating an effective nostalgia campaign is no coincidence. While some re-releases are a hit and become established in the long term, others struggle to find their place. The challenge? A detailed analysis of public expectations and a data-driven strategy to avoid mistakes.
Nostalgia does not affect all consumers in the same way. Some have grown up with a product, others discover it through cultural or family references. Identifying these segments makes it possible to adapt the discourse, design and distribution channels.
This is where Dékuple’s expertise comes in. Thanks to a fine segmentation of audiences, we identify the most receptive consumers and adapt the storytelling according to behavioural and socio-demographic data. This approach allows us to create activations that resonate with consumer expectations and to select the most effective communication levers. Our goal is to create measurable impact.
But beyond the emotion aroused, the challenge is to transform this connection into lasting engagement. Once the link is established, loyalty becomes a key driver of growth. We thus support brands in the implementation of loyalty levers with the aim of strengthening customer attachment, stimulating repeat purchases and collecting valuable insights. These are all key elements for refining your future strategies, whether they are based on nostalgia or other emotional and marketing drivers.