Nostalgia marketing is helping some brands connect with young audiences.

Nostalgia marketing is helping some brands connect with young audiences. YPulse told you how brands have been leaning into ‘90s icons to capture Gen Z and Millennials’ nostalgic hearts. Now, more brands are bringing their past to life, and giving their campaigns 21st-century digital upgrades is vital for creating experiences that are equally successful as they are nostalgic. Coca-Cola worked with White Castle to release AR cups with throwback comic-book designs that came to life to the tune of “White Castle Blues” by the Smithereens when users scanned the imagery on their phone; Domino’s brought back its iconic Noid mascot, which was originally introduced 35 years ago (“The Noid”’ even showed up on TikTok for a dance battle); Pizza Hut is bringing back red checkered everything in a limited-edition capsule collection dubbed Tastewear. While nostalgia marketing may not work for every brand (it’d be weird if Apple or Google who are all about innovation and progress did it), marketing experts note that nostalgia marketing can help bring a sense of security and comfort to consumers who are experiencing a lot of uncertainty right now. (AdAge, Adweek)