Utilizing the Warm and Fuzzy Feelings of Nostalgia this Holiday Season
As we continue through this holiday season, you’ve most likely started enjoying a few of your favorite traditions. Perhaps you’ve put out the Christmas tree and decorated it with ornaments from the past, or maybe you’ve brought out old photographs and recalled happy memories with loved ones. Maybe you’ve even begun daily traditions with your family and relayed how generations have done the same. No matter what you’ve done so far to celebrate this holiday season, traditions bring feelings of warmth, love, and connectedness. These feelings seem to surround us as we go about our days. From decorated store fronts, holiday music playing everywhere we go, and even TV shows and commercials tying in to the holiday season – there is a constant reminder of this festive time of year. So, how can advertisers bring these same warm and fuzzy feelings to their consumers effectively?
There is a delicate balance between appealing to consumers during the holidays and missing the mark. As with any time of year, it’s important to take the time to truly understand your target market. Knowing your target age range can tell you a lot about a consumer’s childhood, traditions, and things they may have experienced during the holidays. But a commonly shared memory from the Baby Boomer generation all the way to Millenials is a time without wireless internet, handheld tech, and cell phones. Childhood holidays for these generations included family time in front of the TV watching ‘Rudolph The Red-Nosed Reindeer’ or ‘A Charlie Brown Christmas’, challenging siblings in a game of Battleship, and opening presents with candy like Necco Wafers and Bazooka Gum.
These insights into what your consumer experienced as a child can help create a TV commercial that brings all of the warm and fuzzy feelings of nostalgia during the holidays. Brands have already been excelling this holiday season with taking viewers back to the good old days. For example, Xfinity has come out with one of the most talked about commercials so far as E.T. visits an old friend and his new family as they experience a picture-perfect Christmas together. Although the commercial features all the new ways families spend time together through tech like VR goggles and tablets, it all comes back to a family moment watching Christmas movies on the couch with, of course, E.T. Appealing to children from the ‘80s who now are one of the demographics with the largest spending, Xfinity appeals to those parents wanting to feel connected this holiday season while recognizing connectedness means more than a family moment during Christmas.
Chick-fil-A has also devoted a sweet, animated commercial with a broader holiday message – one of the most meaningful experiences of the holidays is time spent together as a family. This spot features a little girl trying to get her family to build a snowman, but everyone else is either busy or distracted. By the end of the commercial she comes back with a card from ‘The Time Shop’ for 1 hour to make the best snowman ever. Without asking consumers to eat at their restaurant, Chick-fil-A has appealed to everyone and created an interactive experience where customers can send a card to someone they love to spend time together while creating a positive brand association.
It’s safe to say that nostalgia is a feeling we all love to feel around the holiday season. It brings us back to the good old days and fills us with a sense of care-free joy and happiness. Spreading that festive feeling is a great way for brands and advertisers to make positive connections with consumers no matter what their end goals may be. If your brand is trying to make a nostalgic connection with consumers, The PM Group can help you understand your demographic and create the best message to bring them warm and fuzzy feelings during the holidays, and throughout the year.
About The PM Group: The PM Group was founded in 1988. For over 31 years, the agency has continued to grow and is San Antonio’s largest advertising agency. The PM Group’s client roster spans numerous industries including automotive, CPG, entertainment and sports marketing, legal, business services, non-profit, real estate and fitness. In addition, the agency hosts an annual Charity Gala that to date has raised millions of dollars for local San Antonio area non-profit organizations in the last 15 years! In the past 10 years, The PM Group has raised both directly and indirectly over $12 million for these charities. It is our way of giving back to the community that we so humbly serve.