The psychology behind nostalgia marketing is relatively straightforward yet undeniably powerful. By triggering memories that evoke an emotional response, brands can inspire customers to make a purchase. Eight out of 10 internet users say they experience occasional feelings of nostalgia while four out of 10 say they do so often, according to a GlobalWebIndex study. As the world grapples with inflation, war and other complexities, marketers are turning back the clock to (seemingly) simpler times. Here’s a look at a few nostalgia-based campaigns that captured our attention this year.

Holiday-Themed Activation
British fashion and homeware retailer Matalan called on a beloved children’s book first published in 1950 to create “The Christmas Cupboard,” its 30-second seasonal spot. In The Lion, the Witch and the Wardrobe, a fantasy novel written by English author C.S. Lewis, three siblings walk through a wardrobe and into a magical land of talking animals and endless winter. In a similar fashion, the Matalan hero steps through her own stuffed wardrobe and into a chic party, where sparkling clothes and fancy plates abound.

Duracell also tapped into old-fashioned holiday magic with a sweet 30-second spot of kids and parents opening presents on Christmas morning. It starts with grainy footage of real home movies taken in the 1980s and ‘90s, before transitioning to modern images captured on iPhones and cameras. “There’s nothing better than being a kid on Christmas morning—until you become a parent,” a voiceover says. To further reach younger demographics who especially respond to nostalgic campaigns, Duracell included a TikTok initiative challenging tech-minded audiences to create a design for a new battery-powered Christmas toy.

Channeling the ‘90s
To help launch its new Downy Rinse & Refresh laundry detergent, Procter & Gamble tapped the Backstreet Boys, a pop group who first rose to fame with their debut 1996 album and helped define that decade’s sound. In the 30-second hero spot, a woman picks up an old Backstreet Boys band shirt, sniffs it and says, “Uff. Gotta get rid of this.” Suddenly, a chorus behind her sings “Tell me why,” and she turns to look at an old Backstreet Boys poster hanging on her wall. The line is a lyric from the group’s hit song, “I Want It That Way,” which Downy cleverly employs to prove that the woman can wash and refresh her beloved old shirt, rather than tossing it. “Outside of loving the Backstreet Boys, and who doesn’t, I think it really started with a deep insight and human truth, which is everyone has their favorite garment and everyone has a favorite brand,” said Jenny Maxwell, senior brand director.

Michelob Ultra also honored a bygone ‘90s fad with their “Enjoy it Like It’s 1993” activations that recreated elements from a classic video game called NBA Jam. The experiential marketing initiative transformed a bar in Cleveland into “Boom Shaka Lakas,” an arcade lounge boasting the game’s memorable catchphrase. Along with serving limited-edition beer cans bearing the NBA Jam theme, the bar features additional exclusive merchandise in the hopes of appealing to millennial consumers around the NBA All-Star Weekend. A Twitter component rounded out the effort, allowing people to turn their selfies into NBA Jam-styled avatars, while a microsite channeled the ‘90s-era browsing experience—for better or worse.

Playful Offerings
Though not a hit when it first came out in 1999, the film Office Space has grown into a cult favorite, and Walmart tapped into that sentiment with a spot aimed to give customers a reason to relish Mondays. Several original cast members came together for the 60-second ad, which extended its Black Friday promotions to the start of the week. The multinational retail chain also addressed current economic woes by promoting savings and value in a comedic way, earning the campaign 2.5 million YouTube views as of late October.

Finally, in an unlikely pairing, Kraft Real Mayo teamed with Juicy Couture on a multichannel campaign called “The Smooth Lover’s Collection,” which hoped to incite nostalgia for the early 2000s. The duo created a line of deep blue velour tracksuits bearing the word “Smooth” on the backs of pants and “Long Live Velvety” on jackets. The collection channeling a time when tracksuits were all the rage, adds a touch of glam to regular mayonnaise descriptors. “Kraft Real Mayo and Juicy Couture are both synonymous with being champions of those who revel in their individuality and are unafraid to stand up for what they love, making this partnership a match made in velvety heaven,” said Frances Sabatier, brand manager for Kraft Real Mayo. The effort includes OOH activations along with paparazzi-style videos and photos making the rounds on social media.

Mad Men’s famous ad exec Don Draper once said, “Nostalgia: it’s delicate but potent,” when pitching Kodak’s new slide projector. That winning combination may account for why #nostalgia currently has over 50 billion TikTok views, and why marketers are embracing nostalgia-based concepts for both ongoing and holiday-themed campaigns. We’re excited to see how nostalgic-centric marketing continues to succeed as marketers keep their pulse on modern culture.