Nostalgia makes the heart grow fonder.

Nostalgia marketing has been used successfully by a number of brands, i.e Coca Cola, Mini Coupe, Volkswagen, Converse, Michelin, etc. The use of nostalgia usually works like  charm, since it triggers (hopefully positive, but sometimes negative) memories associated with that product. Triggering [fond] memories associated with a specific product is especially effective, because those episodic memories are emotional, powerful, and could thus override any negative associations one may have with that product. This reaction to a product creates a very dedicated brand loyalty and involvement, and often cult-like following. Take, for instance, the Volkswagen Vanagon, which has been brought back to resemble its earliest models (much like other cars have been brought back, i.e. the Ford Mustang, and the Mini Coupe), and the returning customers are loyal to their product, and very involved with the brand do to a nostalgic attachment. James Bond has also had great success with nostalgia. The franchise has faded out of existence, and revived many times, but remains consistent to its original elements. Bond's character always wears suits, has a very sophisticated charm, drives a beautiful car... the personalities M and Q remain consistent... Bond's relationship with women is constant, detached and always ends badly... "James. James Bond." No matter who is playing bond, these certain elements keep you in touch with the same spy character you, or you grandparent know and have grown to love.

Go look at this cool site that exemplifies the consistency of these iconic elements in the James Bond franchise: http://www.bbc.co.uk/news/entertainment-arts-20026367


However, there are some products that would only be killed by an attempt at nostalgia. As a consumer, it is hard for me to look back on any older version of a computer and long for the sweet (slow, error prone) times we had together. Apple, though brilliant, couldn't sell a throwback campaign based on this:

Apple's, and many other computer brands, are based o n evolution and progress, so its hard for them to successfully use nostalgia in their marketing. I will say though, that Apple manages to make a nostalgic reference with the release of their latest iMac. The evolution of the iMac has always been quite iconic and astounding, and they use this image, depicting that evolution, on apple.com and in the keynote that introduces the new product:

Although its not the traditional nostalgic approach, seeing images of these machines generates pretty much only positive memories of the machines. While depicting progress, the image reminds you of how great each of these innovations were at the time of release, especially the iconic 1998 desktop, and the iMac of 2002, which was the gateway for a whole new era of computer design.

I am curious as to whether or not nostalgic marketing would work for cigarettes in the US. Cigarettes are evolving as a product, not in favor of the classic images with which one might associate them. They are advertised less, and as cleaner. In many places, you cannot freely smoke wherever you like (in a restaurant, bar, or even right outside a building). Cigarettes used to be a symbol of freedom and rebellion, but the negative associations they have with major health defects has played a role in dwindling advertising, and way less positive imagery associated with cigarette smoking. I wonder, if Marlboro brought back the Marlboro Man, would it trigger fond associations with the connoted rebellious lifestyle of the iconic cowboy, or would it make smokers sad they aren't actually free to do what they want with their cigarettes anymore?