Harnessing 90’s Nostalgia

Culture Vulture - Mindshare InSites
Cover image for  article: Harnessing 90’s Nostalgia

Nostalgia is a powerful feeling.

Recently, several food brands have been all over it, trying to capture the wistful hearts of Millennials with these mascots:

  • After 21 years, KFC brought brand mascot Colonel Sanders back to their advertising, with new TV ads starring former “Saturday Night Live” comedian Darrell Hammond. 
  • After 13 years, McDonalds brought back the Hamburglar, and gave him a sexy new makeover that has people talking.
  • And Oreo launched a new 90-‘s style animated character called S'morey, the Unidentifiable Forest Creature. The character himself is new, but it’s definitely a throwback to a different time.

But food brands aren’t the only ones who can try to harness people’s love of the past. Just last week, #InThe90sIThought started trending nationally on Twitter, with numerous brands including Keds, Bath & Body Works and Polaroid jumping in with real-time content. 

This week, on Mindshare’s Culture Vulture Live, we explore how nostalgia can help your marketing - and look at the key tips for brands on how to get it right. Enojy!


By Alexis Fragale, Manager, Consumer Insights, Mindshare North America

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