Hershey’s Christmas tree.
Those three words bring a flood of memories to many. In 1989 Hershey’s launched its “Christmas Bells” advertisement – the classic dance of red, green, and silver kisses to the tune of “We Wish You a Merry Christmas.” Originally created using stop animation, the advertisement has been updated over the years and now uses CGI for its enigmatic, simplistic visual set to a classic carol.
Today, “Christmas Bells” remains a stellar example of nostalgia marketing – for me, it stands alongside the long-distance brother arriving home on a snowy, early morning to brew a pot of Folgers coffee, and the happy polar bears gracing Coca Cola bottles. Nostalgia marketing is effective because it taps into warm moments and shared experiences.
It’s a powerful marketing tool; Hershey kisses wrapped in holiday colors show up each year on the end caps of our grocery stores before Halloween décor is even packed away.
Nostalgia in B2B marketing
This approach is not only effective for consumer brands. B2B companies can harness nostalgia just as effectively with campaigns that bring together innovative products and services with nostalgic visuals, music, or cultural moments. Think: a technology company creating a campaign around how far we’ve come from fax machines (!) or the infamous Y2K uncertainty. Or a legacy case study calling on a firm’s longevity…a “then and now” introspective that showcases the breadth and experience that clients trust.
It goes beyond selling a service – it’s evoking a feeling and fostering a lasting connection.
Embrace your past to bolster your future
Let this serve as a gentle reminder to not allow your business legacy, your history, to collect dust in an archive. Whether you highlight a decades-old case study or reference a cultural touchstone that resonates with your stakeholders, this nostalgia strategy remains the same: marry the familiarity of the past with the innovation of the future. The goal is to showcase how your enduring expertise is the very engine driving today’s cutting-edge solutions.
Our past is our foundation. The future is our opportunity. Ask us how we can help you infuse new energy into a storied past to evoke those nostalgic feelings in a way that’s relevant today.
Happy Holidays!