The Nostalgia Effect
The Nostalgia Effect in marketing
1. When invoking the Power of the Past, the thing to highlight is well-known and beloved celebrities, here such as Suzanne Somers (Thighmaster), Billy Blanks (creator of TaeBo Workout), and Jake Steinfeld (Body by Jake). Celeb collaborations are a powerful thing, they attract a wider audience than just one name.
2. Social familiarity, incorporating 90’s themed graphics, using appropriate color palates, layout, language, along with modern-day hashtag #tbt, '80's' 'reunion' and ‘Sweating to the Classics’ ‘Retro Reunion’
3. Nostalgia nudge: Partnering up with Michelob Ultra and partner OPTIMUM NUTRITION (ON) are supporting Black entrepreneurs in the fitness community with $10,000 donations to Level Up Fitness (Eden Prairie, MN) and Journey Fit (Richardson, TX) - two Black-owned gyms that were greatly affected by the COVID-19 crisis. The Nostalgia Effect causes a reduction in one’s desire for money means that it can be used to promote prosocial behavior, such as donating to a charity, promoting participation in a charitable event.
