Amid the constant churn of new campaigns, product launches and brand platforms, a different pattern is emerging: a resurgence of the old. Brands are tapping into nostalgic sentiment and their own histories to forge deeper emotional connections.
From Coca-Cola’s revival of ‘Share a Coke’to Hovis leaning on faded billboards to reinforce its heritage, nostalgia is being used to signal authenticity and cultural relevance.
But is this about comfort in uncertain times, or a convenient creative shortcut? And where does that leave innovation?
To unpack the power and pitfalls of nostalgia, an array of creative minds from across the globe and industry shared their thoughts with LBB, including Wonder's very own Head of Strategy, Jonathan Izzard.
