Over the past few weeks, I have continued to think about a single Super Bowl ad from February’s game. As with most years, I did not remember many Super Bowl ads for more than a few days. But this one continues to remain. It’s the Dunkin Donuts ad featuring the “original” cut of the 1997 movie Good Will Hunting. This “version” contains a conglomeration of de-aged stars from 1990’s sitcoms, including Friends (Matt LeBlanc and Jennifer Aniston), Cheers (Ted Danson), Seinfeld (Jason Alexander), The Fresh Prince of Bel-Air (Alfonso Ribeiro), Family Matters (Jaleel White), A Different World (Jasmine Guy) and the actual Good Will Hunting (Ben Affleck), as well as Boston-favorite Tom Brady, former quarterback for the New England Patriots. You can watch the full ad here.
The commercial is ostensibly highlighting the 30th anniversary of Dunkin’s well-known iced coffee. According to the QSR, the leading B2B publication in the quick service and fast-casual restaurant industry, 65% of Dunkin’s drink sales, which are included in almost 90% of consumer purchases, stem from their iced beverages. Given that it is Dunkin’s signature item, one might think that an ad would highlight the product and its anniversary. Yet, the ad only makes a very brief mention of its iced coffee.
Instead, through the use of numerous stars of 90’s sitcoms, nearly ten in total, it lays the nostalgia on thick. Nostalgia is a very powerful tool, as it not only reminds people of “simpler” times, but also actually provides direct benefits to people. According to studies cited by the American Psychological Association (APA), nostalgia can affirm social belonging, alleviate loneliness, and enhance one’s sense of meaning. The result is that people feel more content and satisfied with their lives. These benefits are particularly important right now; a 2025 APA survey found that 54% of people said they feel isolated often or some of the time.
While the benefits of nostalgia for people are clear, it is also important to understand the marketing boon that such content can bring. Nielsen data cited by internet marketing company DesignRush states that marketing that effectively generates an emotional response has been shown to increase sales by up to 23%; nostalgia is one of the most powerful of all emotional responses. In fact, according to a study in the Journal of Consumer Research, the effect is so potent that people also are willing to pay 10-15% more for products that evoke nostalgic feelings. So, why did Dunkin’ choose the 1990’s, as opposed to another decade, to spoof? Not only was their iced coffee introduced during the decade, but, according to Innova Market Insights, a market research firm based in Chicago, the most significant iced coffee drinkers are Millennials and Gen Z. Having grown up in the 1990’s and early 2000’s, these consumers would strongly identify with and react to that era with nostalgia.
While it is too early to assess the effectiveness of the campaign, it succeeded in being a very memorable, highly rated commercial. Even though iced coffee itself was barely mentioned, the ad was successful in its goal of creating a positive association through nostalgia between the Dunkin’ brand and its iced coffee’s most significant consumers: those who grew up during the 1990’s.
Marketing Nostalgia
