In this episode of Canned the Marketing Podcast, hosts Steph Quantrill (Cue Marketing) and Ben van Rooy (Human Digital) dive into the power of nostalgia marketing. From McDonald’s Friends collectibles to Coca-Cola’s Stranger Things revival of New Coke, they unpack why brands keep looking backwards to move consumers forward. When marketing taps into shared cultural memories, the emotional connection can be incredibly powerful—but only if brands get it right.
What You’ll Learn in This Episode
What is Nostalgia Marketing?
Nostalgia marketing leverages shared cultural memories to trigger emotional connections—often targeting audiences who grew up with the brand or era being referenced.
Why Millennials Are the Perfect Target
Millennials now hold major purchasing power and have deep cultural memory banks, making them especially responsive to nostalgic references from the 80s, 90s and early 2000s.
How Brands Turn Cultural Moments into Marketing Gold
Examples like the Barbie movie and McDonald’s nostalgia collaborations show how cultural icons can reignite brand relevance and attract both old and new audiences.
When Nostalgia Works—and When It Backfires
Nostalgia must feel authentic and aligned with your audience. If it’s forced or irrelevant to the brand, consumers can spot it instantly.
The Coca-Cola and Stranger Things Masterclass
Coca-Cola cleverly revived the infamous “New Coke” through Stranger Things, turning one of its biggest historical mistakes into a culturally relevant campaign decades later.
Why Nostalgia Attracts New Generations Too
Cultural throwbacks can resonate with younger audiences discovering older eras for the first time—bridging generational gaps through shared pop culture moments.
The Difference Between Nostalgia and Trend-Jumping
Great brands build on existing memory structures. Poor executions simply jump on trends without relevance to their brand or audience.
Bonus Nuggets
Protein is everywhere in Australian supermarkets—even Violet Crumble and Chupa Chups flavoured protein bars.
Steph reports live from a whirlwind Sydney and Melbourne retail tour, exploring trends in pet and grocery categories.
A nostalgic dessert debate: Viennetta vs boysenberry ice cream tubs as childhood luxury treats.
A quick marketing news round-up including WPP’s expanded AI partnership with Adobe and creative agency shake-ups for KFC..
Why Listen?
Nostalgia marketing is having a serious moment—but it’s not just about retro logos and throwback campaigns. Steph and Ben unpack the psychology behind why nostalgia works, the cultural dynamics that make it powerful, and the strategic pitfalls brands must avoid. If you want to understand how to harness shared memories to drive emotional engagement—and why some nostalgia campaigns become cultural phenomena while others flop—this episode is packed with practical insights for modern marketers.
Chapters (with timestamps)
00:00 – Welcome & Episode Setup
Steph and Ben introduce nostalgia marketing and set the scene.
01:00 – Retail Trends in Australia
Steph reports from supermarket and pet store visits across Sydney and Melbourne.
08:50 – Marketing News Round-Up
AI partnerships, KFC’s creative shake-up, and debate around The Warehouse’s ad pause.
15:00 – The McDonald’s Friends Campaign
Why nostalgic collaborations are targeting millennials.
17:00 – What Nostalgia Marketing Really Is
Defining
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Stephanie Quantrill - Linkedin
Ben Van Rooy - Linkedin
New Zealand