We think you’ve already noticed that the 2000s are the hottest trend of 2023.Walmart’s recent Black Friday campaign, featuring a reunion of the Mean Girls cast, is a prime example of this trend. This marketing study explores how the use of 2000s nostalgia, coupled with the star-studded cast, appeals to both Millennials and Gen Z, creating a buzz around Walmart’s Black Friday deals.
The Mean Girls Reunion: A Blast from the Past.
Walmart’s decision to reunite the Mean Girls cast, including Lindsay Lohan, Lacey Chabert, and Amanda Seyfried, taps into the cultural phenomenon of the 2004 hit movie. The film, which has achieved iconic status, holds a special place in the hearts of Millennials who grew up with it. The reunion not only serves as a trip down memory lane but also introduces the movie to a new generation of potential Walmart shoppers.
The Power of Celebrity Endorsement.
Celebrity endorsements have always been a powerful marketing tool, and in this case, Walmart leverages the star power of the Mean Girls cast. Lindsay Lohan, Lacey Chabert, and Amanda Seyfried bring a sense of authenticity and familiarity, making the Walmart brand more relatable to the target audience. The ad cleverly positions Walmart Plus as a service that not only offers exclusive access to Black Friday deals but also aligns itself with pop culture through the beloved Mean Girls characters.
2000s Nostalgia: A Key Trend in Marketing.
The early 2000s are experiencing a resurgence in popular culture, and marketers are capitalizing on this trend. From fashion to music and now, advertising, the nostalgia for the 2000s is evident. Brands are recognizing the purchasing power of Millennials and Gen Z, who are now in their prime spending years and are strategically using nostalgia to create emotional connections with these consumers. In this campaign from Walmart, music was not neglected either. The background music belongs to the unmistakable Missy Elliott, who also appears in the commercials. The choice of the artist was a strategic decision for the same reason as the rest of the campaign, that of awakening our nostalgia for the 2000s at any cost.
Appealing to Millennials and Gen Z.
The Mean Girls reunion ad is a brilliant move by Walmart to appeal to both Millennials who fondly remember the original movie and Gen Z, who may not have experienced it firsthand but are familiar with its cultural significance. The humor, style, and characters resonate across generations, creating a shared experience that transcends age demographics. In addition, this campaign has also been transferred to social media, where the Burn Book just became a Deal Book that is full of secrets, and fans were enthusiastic.
The Rise of Exclusive Access.
Walmart Plus offering three hours of early access to Black Friday deals is an incentive to attract and retain customers. In a competitive market, the promise of exclusive access aligns with the desire for unique and special experiences, adding value to the Walmart Plus subscription and driving customer loyalty.
And it’s not just Walmart. Mean girls are actually back.
Paramount Pictures has taken a bold step in reviving the iconic “Mean Girls” franchise by releasing the trailer for its adaptation, a musical, set to premiere 20 years after the original in 2024, on January 12. The move not only capitalizes on the enduring popularity of the 2004 classic but also strategically targets Gen Z, a demographic known for its love of digital content. Paramount’s decision to create a TikTok account dedicated to “Mean Girls”, where they initially uploaded the entire 2004 movie in 23 pieces on October 3rd, known as Mean Girls Day, demonstrates how contemporary marketing trends work.
Conclusion.
Walmart’s Mean Girls reunion ad is a masterclass in nostalgia marketing, effectively leveraging the cultural impact of a beloved movie to connect with consumers. As the trend of 2000s nostalgia continues to gain momentum, brands will likely find success in tapping into the shared experiences of Millennials and Gen Z. The Mean Girls reunion not only positions Walmart as a brand in touch with popular culture but also creates a memorable Black Friday campaign that stands out in a crowded marketplace.
