Frontify Nostalgia - Pitch

Hi X,

Your recent piece on the role of nostalgia in Super Bowl commercials suggests an interesting question. Are brands relying on nostalgia too much? Could nostalgia itself be getting old?

Nostalgia has always been a powerful and effective brand strategy. But in today’s fast-paced world, a new wave of "new-stalgia" is emerging – where we blend the old with the new to create fresh, yet familiar experiences. It's not just about reliving the past, but reimagining it, mixing modern twists with timeless elements.

These trends raise the question: why do brands keep returning to the past, and how can they remix nostalgia for today’s audiences?

Here are some insights from James Fooks-Bale, Director of Brand Marketing at brand-building platform Frontify, on why both approaches pack an emotional punch—and which might ultimately be more effective.

If you have any questions or would like to discuss this further, I’d be happy to set up a time for you to speak directly with James or arrange for a written Q&A.

Best,

Alex

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"People love to be taken back to familiar moments, brands they trust, and cultural touchstones that made them feel something the first time around. This year, we’re seeing classic nostalgia at play with Budweiser’s Clydesdales and Hellmann’s throwback to When Harry Met Sally. These ads aren’t just reminders of the past; they’re a way for brands to say, ‘We’ve been here, and we’ve been here for you.’ It’s a powerful way to forge emotional connections by tapping into memories associated with the brand.

Then there’s ‘new-stalgia’—taking familiar motifs and reinventing them for a new generation. Brands like Nerds are embracing this with their candy-inspired spin on What a Wonderful World. Instead of simply looking back, new-stalgia is about refreshing the past in a way that feels fun, relevant, and future-facing. Where nostalgia says, ‘Take us back,’ new-stalgia says, ‘Take me there.’

The key for brands is to strike the right balance—honoring the past while staying fresh and forward-thinking" Classic nostalgia taps into deep emotional memories, offering a sense of comfort, trust, and brand heritage. However, its biggest limitation is that it can sometimes feel predictable or stale, especially if brands simply recycle past ideas without adding a fresh perspective. New-stalgia, on the other hand, keeps things dynamic by remixing nostalgic elements in unexpected ways—modernizing past references to engage both older audiences who recognize them and younger ones who experience them in a fresh context. This creates a sense of discovery and relevance, but the challenge is ensuring the reinvention resonates. If done poorly, new-stalgia can feel forced or inauthentic, missing the emotional depth that makes nostalgia so effective. Ultimately, the strongest brands find ways to blend both—grounding their message in familiarity while evolving it for today’s audience.”