This post was adapted from Unlock Health’s The Link newsletter. Subscribe to The Link to get insights like this directly in your inbox.
Nostalgia in a Cup
What’s going on?
Rediscovering McDonald’s magic with a dash of “grandmacore” nostalgia.
McDonald’s isn’t just a fast-food giant; it’s a time machine that whisks consumers back to simpler days. Remember the thrill of unwrapping a Happy Meal toy or the comforting aroma of fries on a Saturday afternoon? These aren’t just memories — they’re touchstones of childhood, where joy was as easy to find as a box of chicken nuggets at the drive-thru.
In today’s fast-paced world, nostalgia has become a powerful tool for brands. The U.S. Chamber of Commerce finds that 72% of consumers say they are willing to pay a premium for products that remind them of their past. This growing trend, also known as “grandmacore,” invites us to slow down and savor the warmth, coziness, and old-fashioned charm of our grandparents’ era. McDonald’s has tapped into this nostalgia with one of its latest creations, the Grandma McFlurry — a dessert that’s as comforting as a hug from Grandma herself. Imagine the taste of rich, creamy butterscotch swirling with candy chunks, evoking the memory of those buttery candies that seemed to magically appear from Grandma’s purse.
But McDonald’s didn’t stop there. It has introduced a new collectible cup that transports consumers back to the golden days of fast food, with retro designs that make sipping your soda feel like stepping into a time machine. This clever blend of grandmacore and modern convenience is McDonald’s way of reminding consumers that while the world may change, some things remain timeless. It’s a strategy that’s not just emotionally resonant but also effective — GWI research found that brands leveraging nostalgia have seen a 16% increase in sales. This approach delivers a nostalgic embrace to every generation, capturing the hearts of long-time fans and newcomers alike with a timeless blend of tradition and innovation.
Click here to learn more about McDonald’s Collector’s Edition cups and discover which notalgic favorites are featured.
What’s The Link?
Merging the old with the new: a recipe for connection.
McDonald’s has always had a knack for weaving the familiar comfort of the past with the excitement of the present, making the brand relevant across generations. This approach offers valuable lessons for healthcare marketers, who can create similarly powerful connections by blending tradition with innovation. Here’s how:
- Craft “collectible” healthcare experiences: Healthcare brands can also create collectible experiences that patients cherish. Imagine health apps with a vintage twist, like pixelated graphics and a monochrome color scheme reminiscent of early video games, or wellness programs that feel as personalized and caring as a handwritten note from grandma. These could include limited-time health challenges, custom tracking tools, or even beautifully designed wellness journals that patients collect over time, building not just a habit but a meaningful connection to the brand.
- Honor legacy while embracing innovation: Blending nostalgia with modernity, healthcare marketers can highlight the enduring legacy of their institutions. Whether it’s a century of patient care or groundbreaking treatments, showcasing their cutting-edge technology and innovative services can reach consumers on a stronger level. This dual narrative can resonate deeply, creating trust and loyalty among both long-standing patients and new ones seeking the best of both worlds.
- Tap into the emotional heartstrings: Healthcare marketers can delve into the personal connections that patients have with their health journeys. Personal stories of recovery, the comforting presence of a long-time healthcare provider, or the rich history of a medical institution can be powerful tools in creating marketing campaigns that aren’t just seen but felt. Research by HubSpot shows that even personalized CTAs convert over 200% better than generic ones. By evoking these emotional ties, healthcare brands can foster a sense of belonging and trust that lasts a lifetime.
Want to tap into your brand’s legacy or leverage nostalgia in your next campaign? Connect with our brand strategy and insights team.
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