Case study 4

Gap Takes Customers Back in

Time—to the Nineties!
Presented by Lê Tường Minh
Question 1
Choose a favorite brand that does not currently use
nostalgia in their marketing. How could they incorporate
this technique into either their product strategy or their
advertising?
Classic Oreo Packaging

Decades-Themed Collections
Vintage-Inspired Advertisements

Oreo could develop advertising

campaigns that pay tribute to classic
Oreo commercials from the past and
encourage consumers to share their
favorite Oreo memories and
moments using a specific hashtag,
such as #OreoVinTage
Oreo Heritage Stories and Events
Create an online platform or content series
Host special events, both in-person and
virtual that delves deep into the brand's
history.
Share stories about the founders, the first
Oreo factory, and the journey of the brand
over the years.

Retro Recipe Sharing

Promote the sharing of classic recipes that
incorporate Oreo cookies.
Encourage consumers to create and share their
own nostalgic Oreo treats
Question2
How has social media enabled nostalgia marketing?
Swift Sharing of Content

Social media platforms allow quick sharing of nostalgic content.

Brands can instantly reach a broad audience with nostalgic posts.

User-Generated Content

Social media encourages users to share their own nostalgic memories.

Brands can leverage user-generated content for authenticity.
Consumers become active participants in the brand's nostalgia narrative.

Real-Time Interaction

Social media provides a platform for real-time conversations.

Brands can engage directly with consumers about their nostalgic experiences.
Personalized interactions enhance the emotional connection in nostalgia marketing.
Question3
Does nostalgia marketing only work with consumers
who have memories of the era focused on in the
advertising? How might others who are younger be
attracted as well?
Engage younger audiences

Cultural Awareness and Affinity

Revival of Trends
Universal Emotional Appeal
Timeless Values
Inclusive and Contemporary Approach
Question 4
We know that many people have strong personal
connections with certain songs that were popular
decades ago. Is it possible they will resent companies
that “hijack” these tunes to sell products? Can nostalgia
campaigns ever boomerang?
Overcommercialization
Brands should avoid using classic songs excessively
or insincerely in marketing.
Overuse of nostalgia can lead to resentment among
consumers.

Dilution of Authenticity
Nostalgia campaigns must be authentic and
genuine to be effective.
Inauthentic use of nostalgia can erode trust and
brand loyalty.

Misalignment with the Song

Products and messages in a nostalgia campaign should
align with the song's original context and meaning.
A disconnect between the product and the song can
deter consumers.
Negative Associations
Using a nostalgic song should enhance, not harm, the
brand's image.
If the product creates negative associations with the
song, it can be detrimental.
Generation Gap

Nostalgia campaigns must be executed thoughtfully

to resonate with both older and younger
generations.
Poor execution can alienate younger consumers who
lack the same emotional connection to the song.
Thank you for
listening!