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Brief Published: 23 Nov 2016

Nowstalgia Marketing: Brands Revive Old Slogans

The trend of nowstalgia, as discussed in our Pop Culture Round-Ups, has permeated media and meme culture in 2016. In a time of increasing political volatility, brands across industries are tapping into nowstalgia by reviving old slogans and campaigns.

Diesel has exhumed its 90s campaign "For Successful Living" as part of the brand's 38th birthday celebrations. Creative director Nicola Formichetti told Dazed magazine that the slogan "represents one of the most memorable moments in Diesel's history and yet it still feels so relevant today. There is this underlying positivity to it that is so needed right now."

Similarly, US beer brand Miller High Life has reached back to its 70s tagline "If you've got the time, we've got the beer" in its new ad. It follows in the wake of UK baked goods company Mr Kipling, which brought back its iconic "Exceedingly Good" descriptor to boost sales in April; US trash bag firm Hefty, which revived its "Hefty! Hefty! Hefty!" chant from the 80s in July; and Aussie Home Loans, which in September returned to the tagline it was known for in the 90s, "We'll save you".

Finally, Hofmeister – a Scottish lager brand remembered more for its George the Bear mascot than its taste – this month announced its return, 13 years after the product last graced stores' shelves. Aimed at the hipster craft crowd, which has transformed the beer market, the new Hofmeister aims to "[retain] the spirit of George''. It is unclear whether George himself will be making a comeback.

For more on nowstalgia, see our Pop Culture Round-Ups.