From throwback to playback: how brands should leverage ‘nowstalgia’ for social

They say absence makes the heart grow fonder — but does this ring true in the world of social media advertising?

Levi’s decided to put this to the test when it revived its iconic Pool Hall campaign after a 33-year hiatus. 

In a sea of sameness, nostalgia marketing can provide that all-important differentiation.

Chapter 2: Pool Hall sees Beyoncé take on Timothy Olyphant while sporting a double-denim combo. But, while the environment may feel familiar, the similarities end there. 

Above: The original Levi's Pool Hall spot.

Whether it’s the change of backing track— say goodbye to The Clash’s hard-hitting punk notes and hello to Queen Bey’s country twangs — or putting the spotlight on a strong female protagonist, it’s clear Levi’s appreciates that culture and society have evolved significantly since 1991. Plus, let’s not forget social media wasn't mainstream then!

Levi’s collaboration with Beyoncé fits like a pair of old jeans is because it evokes the feelings of familiarity that consumers crave.

The reason that Levi’s collaboration with Beyoncé fits like a pair of old jeans is because it evokes the feelings of familiarity that consumers crave. This is ‘nowstalgia’ in action; not just a buzzword, but a strategic marketing tool that enables brands to connect with both loyal customers and new, younger audiences. 

In a sea of sameness, where contemporary and impersonal messaging are becoming outdated, nostalgia marketing can provide that all-important differentiation. It’s the brands which cater to consumers’ desire for personal relevance and reliability, while also utilising traditional creative assets, that will break through the noise. 

Above: The remixed 'nowstalgia' version of Pool Hall, starring Beyonce. 

Familiarity + emotion + aesthetic + sound 

To answer why ‘nowstalgia’ - or nostalgia marketing - is back in fashion and why it’s creating trends on social media, we have to go back to lockdown. This was a period defined by instability and isolation, leaving people searching on social for something that they could identify with.  It didn’t take long for brands to take notice and devise a formula to create connections that felt similar and reassuring. 

What’s important to note is that these feelings of warmth and comfort can be transferred from the memory to the brand itself. 

The first ingredient is familiarity. Our brains love recognition; when we see something familiar, our brain processes it faster and rewards us with a little dopamine hit. This explains why nostalgia, trends and memes perform well and resonate with the masses on our FYP page —people already 'get it' before they’ve actually processed the entire video. 

From an emotional standpoint, you’ll be hard-pressed to find someone who doesn’t look at the 'good ol’ days' through rose-tinted glasses. What’s important to note is that these feelings of warmth and comfort can be transferred from the memory to the brand itself. 

Above: The pull of a nostalgic memory, like buying your first CD from a now-defunct UK retailer, can be very strong. 

I’ll never forget walking into Woolworths and purchasing my first CD (for anyone who's wondering, it was No Limits by 2 Unlimited [iconic]). While the artist was the main cause behind my happiness, this sentiment wasn’t isolated — I also automatically associated it with the retailer. Similarly, the sound of popping open my first pair of Adidas popper tracksuit bottoms is as vivid in my mind as last night’s dinner. 

In terms of aesthetics, don’t underestimate the value of going back to basics.

In terms of aesthetics, don’t underestimate the value of going back to basics. Older products and formats, as well as retro designs, can appear more ‘real’ in contrast to modern products, especially due to the fast-paced, complex nature of today’s society. At Coolr, we’ve seen great success using retro design for clients such as Burger King, and playing with nostalgia recipes for Lidl. 

Finally, there’s sound. The brain processes audio faster than visual, meaning a familiar sound can unlock a memory before you have the chance to think about it. Anyone who grew up in the noughties will admit to getting goosebumps the moment they hear the PS2 startup sound or MSN Messenger’s notification chime (both these sounds are currently trending on TikTok). 

About: Sounds from the past are a quick way to unlock a memory. 

However, it’s when nostalgia marketing is integrated with social media that sparks truly fly. Part of the reason for this is that the recipes for success are almost identical. Case in point, TikTok performance is driven by a combination of familiarity, entertainment and sound. 

It’s important to note that adopting a nostalgia-centric approach doesn’t automatically cause consumers to flock.

Zoom out further, and we see that both are effective tools for bridging the generational gap. This means that brands can bring back elements from the past that appeal to older generations who remember them first-hand, while also introducing them to younger generations who may find the retro appeal fresh and exciting. 

Bringing social to the fore

While Levi’s success may inspire other brands to explore a blast from the past, it’s important to note that adopting a nostalgia-centric approach doesn’t automatically cause consumers to flock. After all, authenticity is key on social.

Take Limited Too, a beloved nineties fashion brand that made a long-awaited comeback last year. Despite being primed for a nostalgia-hit, it drew significant ire by opting to focus its relaunch around kids and junior sizes, rather than rekindle relationships with the now-adult millennials that grew up with the brand.

Cue immediate (and significant) public backlash. However, Limited Too should have been braced for fans’ frustration — after all, it had consciously decided to pass over the audience that was instrumental to its initial success. Although it has since announced an adult collection will debut in 2025 as “a tribute to our cherished OGs”, I can't help but think that social commentary has been the driving force behind this latest drop. Limited Too serves as a reminder of the risks associated with failing to listen to your audience.