- Nostalgia the next Brand Superpower
- Why nostalgia works for brands
- South Africa’s take on nostalgia
Why Nostalgia is the Hottest Power Move in Brand Storytelling
The culture of nostalgia has become an anchor for brand narratives. Perceived as a sentimental longing for a time past, nostalgia is often idealized and marked by fondness and a desire to relive shared memories. As such, more than emotion; it’s a powerful cultural force that shapes identity, fuels commentary on social change, and serves as a rich creative resource for marketing.
From throwback fashion and vintage music to classic brand revivals, nostalgia invites us to remember not just what we loved, but who we were and who we still are. Most importantly, it also bridges contact with new generations who are experiencing the brand narrative for the first time and are brought into the brand’s world.
Why Nostalgia works for brands
The culture of nostalgia fuels emotional connection, cultural identity, and shared meaning. This makes it a potent tool for brands to create lasting relevance.
In a world gripped by chaos and uncertainty, nostalgia provides a comforting reset. It reminds us of who we’ve been and anchors us to collective memory. Pharrell Williams’ 2024 LEGO doc Piece by Piece exemplifies this, transforming childhood play into an imaginative, cross-generational story. The documentary blends creativity with memory, setting a benchmark for how brands can use nostalgia to build deeper connection through storytelling.
South Africa’s Take on Nostalgia: More Than a Throwback, It’s Cultural Preservation
In the South African context, nostalgia is far more than an aesthetic. It’s a cultural act, one that reclaims memory, roots identity, and fosters belonging. Brands like Ouma Rusks and Castle Lager have leaned into this, not by selling the past, but by honoring it in ways that speak to today’s consumer.
Ouma Rusks – Dipping into the past
In 2024, the brand emphasized 85+ years of history with heartfelt messaging and nostalgic packaging. In 2025, the “Dip It Your Way” campaign invited South Africans to share their rusk rituals, bridging tradition with digital expression. The campaign’s use of visuals like glass jars and hand-tied tags echo a time when recipes were handwritten and passed down, reinforcing craftsmanship and authenticity and the connectivity of family.
But this wasn’t just sentimentality for sentiment’s sake: it was strategic. Ouma’s nostalgic positioning drove real-world impact. According to RCL Foods’ 2025 financials, Ouma held a dominant 60% market share, helping boost headline earnings by 39%. Through culturally attuned storytelling, Ouma reminded South Africans that comfort can be modern, and tradition can trend.
Castle Lager – Pouring Heritage into Every Sip
Castle Lager continues to position itself not just as a beer, but as a vessel of national identity. Its nostalgic marketing doesn’t merely look back; it celebrates the collective spirit of a nation through powerful cultural storytelling and, as we all know, telling stories began here in Africa.
In 2024, the brand’s “South African Heritage Project” celebrated iconic figures and pivotal historical moments through limited-edition packaging and collectible posters. In 2025, Castle deepened its cultural impact by hosting the “World’s Biggest Braai” on Heritage Day. This inserted the brand narrative directly into the culture of “Braaiing in South Africa”, the unifying cultural ritual that turns Heritage Day into a celebration of togetherness, identity, tradition, and pride. More than an event, it became a national moment, honouring the tradition of gathering, storytelling, and being part of diverse collective whole. It’s powerful stuff.
This blend of nostalgia and community has ignited massive engagement: over 23 million TikTok posts emerged around Castle’s 2025 campaigns, most celebrating cultural memories and local pride. The results are tangible, Castle Lager’s brand value surged by 22%, reaching $698 million, and brand favourability among 25–45-year-olds jumped by 11% (Kantar, 2025).
Castle isn’t just revisiting heritage, it’s reinforcing it, bottle by bottle.
The Cultural Takeaway
Ouma Rusks and Castle Lager aren’t simply riding a nostalgia trend, they are preserving and evolving culture. Their campaigns show that when brands tap into collective memory with authenticity and emotional intelligence, they become more than products. They become cultural touchstones.
The take-out is that nostalgia, when used with care, isn’t about staying stuck in the past. It’s about honouring where we’ve been to better connect with who we are and where we are going.
When brands tap into collective memory with care and authenticity, they don’t just sell products, they shape culture. The question is: how are you rewinding to connect?
#NostalgiaMarketing #BrandStorytelling SouthAfricanBrand #Ouma Rusks #Castle Lager