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I’m willing to bet there are certain memories that instantly pop into your head when you hear a particular song, see a familiar brand, visit a particular place, or even catch a certain smell.
If I say Blockbuster, does it take you back to Friday or Saturday nights when the whole family piled into the car for a trip to the local store to pick out a movie together?
Ah! Those were the days – arguing over who got to choose the film and hoping no one had rented your first pick.
Or what about that one song that, no matter where you are, instantly reminds you of that friend and the time you….. I promise won’t tell if you want to share 😉
And then there’s that one unmistakable smell, maybe fresh cookies or a particular perfume, that always takes you back to your grandparents’ house.
Every time I see a bottle of Sarsaparilla, I’m right back on the front steps with my Pop, sharing a bottle and chatting away about everything and nothing.
It’s amazing how just a sound, smell, sight or even certain words can unlock a vault of emotions and transport you right back to a specific moment.
That, my friend, is the power of nostalgia.
Nostalgia works because it’s a shortcut to the heart, even though it’s your brain pulling the strings.
When you get hit with a ping of nostalgia, it taps into that deep part of your brain where warm, fuzzy memories live, sparking emotional connections that hit you right in the feels.
This is because the brain releases dopamine – the “feel-good” chemical – which sparks feelings of joy, comfort, and connection.
These emotions then hit you right in the heart, making you feel all warm and open to the things that remind you of the past.
It’s this brain-to-heart connection that makes nostalgia such a sneaky, powerful trigger.
When brands use it, they tap directly into the brain’s reward system, encouraging emotional decision-making, making consumers feel more connected to the product or experience.
This means they are more likely to trust you, more likely to buy from you, and – here’s the kicker… less likely to question the price.
It’s like our brains have a built-in ‘good old days’ button, and nostalgia is how you push it.
If you were a kid in the 80s or 90s, then Nintendo was likely a big part of your childhood.
You can almost feel those endless hours of fun spent playing Super Mario Bros with the blocky graphics and the occasional lag.
When Nintendo re-released the limited-edition classic NES Mini in 2016, it’s no surprise that people lost their minds.
Literally… sold out in minutes.
Why did the NES Mini sell faster than any other Nintendo console today?
It wasn’t just a mini-game system… it was a portal.
A portal back to Saturday mornings in pyjamas, munching on cereal, and fighting with your siblings over who got the good controller.
Nintendo took something familiar, gave it a fresh twist, and suddenly, grown adults were waiting in line to buy a system that’s technically less advanced than their smartphones.
Seems crazy, but specs didn’t matter… people were buying memories wrapped up in a product.
P.S I’m off to scour the internet to see if I can get my hands on one.
Nostalgia marketing works because it feels uniquely personal but can be used on many people at the same time. This makes it a social emotion, where people can bond over rosy memories of the past together.
💸 KNOW YOUR AUDIENCE’S “GOOD OLD DAYS”
Think about what memories spark warm feelings in your audience. It’s not just the era they grew up in… sometimes it’s a smell, sound, or taste.
Gingerbread? That’s Christmas morning at grandmas in a whiff. Fresh-cut grass? Boom, summer holidays (minus the sunburn). Whether it’s the scent of a favourite perfume, the sound of a classic jingle, or the sight of an old-school logo, these sensory cues tap into emotions.
Find ways to incorporate these familiar, comforting sensations into your marketing and you’re giving your audience a nostalgic hug… without the awkwardness.
💸 BRING NOSTALGIA INTO YOUR MESSAGING
You don’t need to dive into Shakespearean prose (unless, of course, that’s what your audience is into).
But using phrases or words that spark memories can subtly reinforce that nostalgic feeling. For example, instead of saying, “This product is great for making sandwiches,” you might say, “Remember those PB&Js you had after school? This’ll take you right back.”
Samsonite’s nostalgia ad campaign – “Your parents made memories they promised to never tell
you about… and now it’s your turn.”
💸 REVIVE OLD-SCHOOL CUSTOMER SERVICE APPROACHES
Remember the good old days when businesses actually knew your name and didn’t just treat you like “Customer #417”?
Back then, they remembered your preferences… whether it was your favourite table at the café or how you take your coffee in the morning. You can bring that warm, personalised magic back by adding small human touches to your interactions.
Maybe it’s a hand-written thank-you note, a friendly follow-up call to check in (not like the dreaded “We’ve extended your car warranty” kind), or simply remembering the little details that make your clients feel like VIPs.
These small gestures can remind people of a time when business relationships felt more personal, not transactional.
Nostalgia is like salt.
A little bit brings out the flavour, but too much and it can spoil the dish.
The goal is to connect with your audience emotionally, not make them think you’re stuck in the past.
Use it sparingly and mix it up with modern elements to keep things fresh.
Until next time, stay golden!
P.S. Want to learn how you can get closer to your audience by learning more cool stuff like this… so you can become more persuasive and sell more? Here’s how I can help
THE fACE BEHIND “TAKE MY MONEY”
I’m a dog loving, tea drinking extraordinaire, and the ultimate geek when it comes to all thing’s marketing, consumer behaviour and buyer psychology.
With a love for storytelling, a heart for creativity, and a brain for science I’m on a mission to help people like you think like their customer so you can create marketing that connects, influences and drives action… in your favour.
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