When Oasis took stage for the first time in over two decades, crowds went wild around the globe. Fans packed out venues, pubs, and even the streets, all singing ‘Wonderwall’ like it was their national anthem. ABC News reported that the tour showed a rare moment of human connection in our digital and often disconnected world.
The tour wasn’t about new songs, theatrical performances or extravagant outfits. It was about nostalgia – that feeling that connects us to our memories and to who we are at our core. That is the reason why nostalgic marketing has always been such a hit. When things are uncertain, let it be political or personal, people crave familiarity and that feeling of safety. It happened organically and unprompted. Fans rejoiced – total strangers were hugging, singing and crying together.
Brands like Lego have also tapped into this in recent years, by re-making their classic sets like Star Wars and Harry Potter. ‘Lego Sets for Adults’ has surged in popularity too – with the almost life size Tuxedo Cat starting at $149AUD RRP. The secret to its success is the way it elicits a child-like sense of wonder and imagination – reigniting joy in those who grew up playing with Lego.
In contrast, Qantas has been in hot water for years. From wrongful dismissals during COVID to charging people for flights that had already been cancelled and mishandling refunds, its demise comes as a shock to no one. The Roy Morgan Risk Monitor has ranked them (just above Facebook) as the second least trusted brand in the country. The awe-inspiring ‘I Still Call Australia Home’ ad feels like a distant memory.
They tried to resuscitate the campaign in 2023 with ‘Feels Like Home Again’ – and it didn’t land well. They used nostalgia as an attempt to grasp onto the remnants of their former reputation, without looking to address the issues within. Let this be a reminder that drawing on nostalgia is only effective when you walk the talk.
This is why Oasis’ reunion tour felt so right. It wasn’t manufactured or perfectly polished.
Audiences don’t just want content and consumerism, they want connection. For example, to elicit nostalgia brands can leverage milestones (like Christmas or Mothers’/Fathers’ Day) that already have strong emotional ties. Another key element is appealing to the senses. Music and scents can instantly transport people back in time.
Just as Oasis reminded the world of the power of music, brands can use the power of nostalgia to do the same. Good stories aren’t just about pushing a product; it’s about making moments that people want to be a part of.
Tony Nicholls
Founder and Director of Good Talent Media