Welcome to the automated Brand Tracker diaries.
Why FX gave an iconic mall an ‘80s makeover to promote ‘The Shards’
Goal: Promote the series 'The Shards' and engage with Gen Z consumers
Media: Experiential activation, social media
Summary: FX is hosting an experiential activation at the Sherman Oaks Galleria to promote the series 'The Shards'. This event recreates an 80's mall atmosphere, featuring interactive experiences and collaborations with brands like Maybelline and Licorice Pizza, aimed at reviving nostalgia among Gen Z consumers. It includes activities like vinyl listening stations, makeup consultations, and arcade games.
Reese’s Oreo Casts Lindsay Lohan as a Twin Whisperer in Nod to Her Parent Trap Past
Goal: To celebrate the anniversary of Reese's Oreo with a nostalgic theme featuring Lindsay Lohan
Claim: N/A
Media: Television
Summary: Reese's celebrates the anniversary of Reese's Oreo with a nostalgic campaign starring Lindsay Lohan, who plays a twin therapist guiding sets of twins through connection exercises. The campaign is directed by Patricia Arquette and showcases the humorous theme consistent with Reese's branding.
Disney+ and Hulu Turn Old Video Store Format into Streaming Advertisement
Goal: To evoke nostalgia and promote content from the 1990s and 2000s
Media: Physical installation, social media
Summary: Disney+ and Hulu created a physical installation called Throwbacks Rewind Corner in Los Angeles, resembling a nostalgic video rental store from the VHS and DVD era. This setup allowed visitors to interact with selected scenes and share content on social media, reviving interest in older content while promoting their streaming service. The campaign is part of a larger strategy to reintroduce 1990s and 2000s media to audiences as seasonal events, transforming archived content into a social experience.
Gen Z Perspectives: WPP, Huggies’ throwback hit and Coca-Cola’s refresh
Goal: Reconnect with a nostalgic cultural moment
Claim: They grow up so fast
Media: Out-of-home advertising
Summary: Huggies has revived a nearly two-decade-old campaign featuring an iconic photo of Lionel Messi bathing a baby Lamine Yamal, which went viral during the FIFA World Cup 2026. The campaign includes a new out-of-home execution aimed at capturing the essence of childhood.
Burger King becomes Boomer King for the menu dedicated to those who were young in the 80s and 90s
Goal: Appeal to nostalgia and humor for adults who were young in the 80s and 90s
Summary: Burger King launches the Boomer King, a new menu aimed at adults, with a campaign by Buzzman that mixes nostalgia with lighthearted teasing.
Gap Leans on Nostalgia. With Hailey Bieber, It Presents a New Denim Collection and Campaign
Goal: To celebrate nostalgia and the 90s fashion through a denim collection
Media: Television, Online
Summary: Gap has launched a limited denim collection called The Hailey Jean in collaboration with Hailey Bieber, inspired by the relaxed styles of the 90s. The campaign, created with agency Bolded, features a nostalgic aesthetic that links contemporary views on fashion with references to 1996, the year Bieber was born, and includes nostalgic music from The Cranberries. It offers two variations of the jean, available in six colors online.
AMF’s Retro Rebrand Aims to Win Over Gen Z Without Losing the League Crowd
Goal: Capitalize on nostalgia among millennials and Gen Z
Claim: A retro, midcentury modern vibe
Media: Social channels and physical bowling alleys
Summary: AMF has launched a comprehensive brand refresh aiming to attract millennials and Gen Z by embracing nostalgic elements from the past. With the help of the agency DoBad, AMF has updated its logo, slogan, and decor to create a retro experience across its bowling alleys.
Gen Z perspectives: Nostalgic clicks, Haaland and Norwegian Air’s logo swap
Goal: Encourage customers to capture everyday moments
Summary: Burger King Malaysia has launched a nostalgic marketing campaign titled 'Vibe check with KingCam mini camera', encouraging customers to capture everyday moments with a limited-edition mini camera that is available for purchase alongside selected meal bundles in collaboration with Coca-Cola.
Netflix Launches a Special VHS Edition of Stranger Things
Goal: To celebrate the 10th anniversary of Stranger Things
Media: Streaming, VHS
Summary: Netflix has released a special edition of the first season of Stranger Things, emulating the look of 80s VHS tapes, to celebrate the show's 10th anniversary. This edition alters the aspect ratio from 16:9 to a nostalgic 4:3 format, resulting in a grainy, blurred image reminiscent of old video rental tapes. The Duffer Brothers, creators of the show, express that this is how the series would look if it were available at a family movie section in the 80s. They also hint at the potential for more VHS editions if the current release is successful.