When the present feels overwhelming, the past becomes a safe place to sell. Enter nostalgia, the marketing go-to-play to connect. 2 in 5 say a trip down memory lane makes them feel warm and happy.
But it’s more than just a warm, fuzzy feeling. Psychologists say nostalgia acts as a genuine coping mechanism. When we’re stressed, anxious, or grieving, reflecting on happier memories helps us feel grounded and supported. It’s like giving your brain a moment to breathe.
And in this rollercoaster of a climate, it’s no wonder brands are giving people something solid to hold onto—nostalgia.
As part of our community engagement, we lead conversations with our community around the latest brand news and see how they react. Through that, we’ve come across a noticeable uptick in nostalgic marketing.
So, how are brands using yesterday’s memories to connect with consumers? We Pulsed over 1000 American consumers.
Let’s take a scroll down memory lane 👇
😎 Instacart brings back summer like it’s 1999, with prices to match.
Remember summers before group chats and Google Calendar invites? When life was all about piercing a Capri Sun (through the bottom, of course), Bagel Bites crisping in the microwave, and backyard water fights that always went a little too far? That was summer in the ’90s, simple and fun. Instacart’s latest campaign, “Summer Like It’s 1999,” takes us back to the golden days of a carefree summer.
How did Instacart’s throwback campaign make consumers feel?
It brought smiles, and more.
Our Pulse result shows that 56% of people smiled when they saw it. That’s not just cute, that’s emotional connection in action. Another 30% saw it as a clever play, proving nostalgia can be both feel-good and strategic.
Of course, it’s not for everyone. About 14% didn’t connect with it, showing that not all throwbacks hit home.
Beyond its retro visuals and storytelling, how did shoppers respond to the 90s pricing?
The pricing angle also hit home. 40% loved the nostalgic discounts, seeing it as a welcome break from the cost-of-living crunch. That said, 12% wanted savings on everyday essentials, reminding us that a strong emotional hook still needs that practical value.
As for the most nostalgia-triggering moments?
Half said the scene where it showed blowing on the video game cartridge to get it working hit the hardest, followed by the Capri-Sun straw struggle (41%). Then there’s the soundtrack which brought the strongest throwback feel for 36%. Nostalgia lives in the details.
🏃♀️Old Navy goes full ‘80s with Lohan and Lycra.
Old Navy’s latest campaign, “Old Navy, New Moves,” takes a bold leap into nostalgia, complete with neon everything, retro workout vibes, and Lindsay Lohan leading the charge. It’s the kind of ad that looks like it was pulled straight from an ‘80s aerobics VHS.
What did viewers think of Old Navy’s ‘80s nostalgia campaign?
Pretty positive. Over half (55%) said they either loved or liked the ad. About a third (32%) thought it was just okay, while a smaller group (10%) weren’t into it.
Was it the star power, the high kicks, or all that color? What stood out most to viewers?
The ‘80s-style workout theme stole the show, with 29% saying it grabbed their attention. Leg warmers, Lycra, and throwback energy still have pulling power. Close behind was the Devo track “Whip It,” which resonated with 24%. Again another retro riff that does the trick.
The colorful outfits made an impression too, with 18% pointing to the bold looks.And with only 7% saying nothing stood out, that’s a clear win for ad recall in today’s noisy media landscape.
Did the nostalgia angle help Old Navy cut through in the activewear game?
Over 40% said yes, it gives them personality. Another 36% felt it helped somewhat, though they recognised the fierce competition. And while 23% didn’t see it making much of a difference, that still leaves the majority appreciate the nod to the past.
📚Pizza Hut’s slice of the past, reimagined for today’s families.
Pizza Hut is tapping into a core childhood memory for many millennials, the Book It! reading program. Read some books, earn free pizza. But this time, it’s reimagined for today’s tech-savvy families as a mobile app.
Does the updated Book It! still getting love in 2025?
For the most part, yes. Nearly half (46%) loved the updated version, calling it a fun way to keep the tradition alive. Another 35% said it was a smart move that fits how families live and learn today.
But the modern twist wasn’t for everyone. About 11% preferred the original version without the app, while 7% weren’t quite sure how they felt about it, suggesting there’s still some tension between old-school charm and digital change.
Did Pizza Hut’s past-meets-present moment give the brand new energy?
45% said the campaign made them feel more positively about the chain, showing just how effective nostalgia marketing can be, especially when tied to something with legacy and purpose like education. While 48% saw it as a nice gesture, but didn’t shift their perception.
🏩 A sip of soda and a stay in the past, Olipop made both happen (and more…)
Olipop’s latest summer campaign doesn’t just sell soda, it sells a feeling. They turned a real motel in Austin with themed rooms straight out of the ’80s, ’90s, and Y2K era, and paired with their soda flavors.
So, did Olipop’s nostalgic motel concept hit the mark?
Oh, it definitely made an impression! 52% called it fun, 25% thought it was the coolest campaign they’d seen. Just goes to show what nostalgia can do when it’s more than just a reference but also an experience.
What did people love most about Olipop’s campaign?
It was the PR boxes for everyday fans, not just influencers. Nearly 64% love the idea, showing a clear love for more inclusive, community-driven marketing. Close behind were the retro motel rooms and sodas inspired by past decades.
Nostalgia is powerful, but when you sprinkle in surprise-and-delight moments for everyday people? That’s where it gets a wow. Olipop’s PR boxes for regular fans stole the spotlight. It’s a clear sign that community-first, inclusive marketing isn’t just refreshing, it’s what consumers are drawn to.
More brands are ditching the usual influencer playbook, see who’s doing it differently.
Use the past to connect in the present.
Nostalgia marketing isn’t just a trend, it’s a powerful way to cut through the noise and build genuine emotional connections. From childhood memories to immersive throwbacks, brands that tap into the past are finding fresh ways to stay relevant today. But it’s not just about looking back. When combined with other feel-good touches like thoughtful experiences or community driven ideas, it can make an even bigger impact.
Skip the guesswork and let OnePulse help you craft campaigns people love. Book a FREE 30-minute demo 👉 here 👈 and enjoy an extended trial on us!
