Microsoft’s Commercial for Internet Explorer Will Induce Tears
Andrew Sztein — January 27, 2013 — Marketing
References: youtube & huffingtonpost
If you’re reading this on Chrome, FireFox, Safari or some other browser, Microsoft has a powerful weapon to bring you back to Internet Explorer: 90s nostalgia.
The ubiquitous browser, which was launched in the 1990s, has had a bit of a PR problem compared to free and stable Internet browsers like Mozilla’s FireFox or Google’s Chrome. It’s in that spirit of rebirth and 90s nostalgia that Microsoft is hoping to bring back some of their lapsed users, claiming that “you’ve grown up, and so have we.”
The commercial is a treasure trove of 90s nostalgia, referencing everything from dial-up modems, Tamagotchis, slap-bracelets, super-soakers, portable tape players, and much more. If you grew up in the 90s, this spirited ad could very well bring a tear to your eye.
The ubiquitous browser, which was launched in the 1990s, has had a bit of a PR problem compared to free and stable Internet browsers like Mozilla’s FireFox or Google’s Chrome. It’s in that spirit of rebirth and 90s nostalgia that Microsoft is hoping to bring back some of their lapsed users, claiming that “you’ve grown up, and so have we.”
The commercial is a treasure trove of 90s nostalgia, referencing everything from dial-up modems, Tamagotchis, slap-bracelets, super-soakers, portable tape players, and much more. If you grew up in the 90s, this spirited ad could very well bring a tear to your eye.
Trend Themes
1. 90s Nostalgia Marketing - Businesses can capitalize on the emotional connection that millennials and Gen X have with products, trends, and pop culture of the 90s to evoke strong feelings of nostalgia and drive sales.
2. Revival of Legacy Products - Companies can re-introduce or repackage older products or services that appeal to adults who grew up in the 90s with a refreshed marketing campaign and modern updates.
3. Brand Loyalty Through Nostalgia - By tapping into customers' emotional memories of their childhood, brands can create a strong bond with their audience that translates into increased brand loyalty and advocacy.
Industry Implications
1. Consumer Technology - Companies can leverage millennials and Gen X's fond memories of 90s tech products and shape nostalgic campaigns or merchandise for modern-age technologies to increase product sales and brand loyalty.
2. Fashion & Apparel - Apparel companies can leverage the nostalgia factor to introduce updated versions of popular 90s fashion trends to appeal to those who grew up during that era, with a modern twist.
3. Food & Beverage - Brands can create a line of retro-themed products, such as classic cereals and candy, bringing back favorite childhood treats and appealing to customers' emotions and memories to drive sales.
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