The nostalgia trend in marketing: Can brands enjoy the same success second time round?

Nostalgia is an effective way for brands to connect to people, as they tap into the past with well-loved figures, ad campaigns, taglines and products. No matter the era revisited, this tactic enables consumers to relive memories, and if done correctly, creates positive brand association.
Adidas, for example, recently relaunched its iconic Gazelle trainers using Kate Moss, who fronted the original ads 25 years ago. While at the beginning of June, we saw the return of Carlsberg’s ‘prob