Lately, I’ve noticed a marketing trend that isn’t necessarily a new phenomena, but seems to be gaining some steam. As a person who was born and grew up in the ‘90s, I constantly reminisce about the glory days of my youth–when Surge was the greatest soda in the world and Nickelodeon still revolved around slime. Suddenly, I began seeing ads for the return of Surge, which is when I realized I wasn’t the only one who yearned for its return to the shelves. What I also realized is that marketers are very aware of consumer nostalgia, and often leverage it to elicit an emotional response from consumers, especially Millennials like me. As Millennials become increasingly important as customers, brands have started to incorporate nostalgia into their campaigns to win them over. Used correctly, nostalgia can be an incredibly powerful marketing tool, but what makes today’s nostalgia marketing unique compared to the past?…
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Rick Duris is CopyRanger.