From Chappies jokes to YoTV Jams: Mzansi’s Ultimate Throwback

Remember a time when your biggest worry was whether load shedding would interrupt 7de Laan, or if you’d finally save up enough pocket money for a pack of Chappies and the elusive joke inside? Ah, simpler times. The 90s and early 2000s are back (again!), and it’s not a coincidence.

If you’ve felt a sudden urge to buy a limited-edition Koo can with a retro label or rewatch an old episode of Yizo Yizo, you, my friend, are on a nostalgia trip and local brands are the travel agents.

It’s not just a trend; it’s a full-blown marketing strategy, and frankly, it’s genius. Why? Because it taps into something deeply human: the comfort and security of “die goeie ou dae” (the good old days).

The Warm, Fuzzy Blanket of Emotional Safety (Mzanzi-Style)

Let’s get a little psychological here, but in a fun way. When the country feels a bit… spicy (and let’s be honest, when doesn’t it?), our brains seek refuge. And what’s more comforting than the past, especially the one filtered through rose-tinted childhood memories? Everything seemed easier, brighter, and full of possibility.

You weren’t paying Eskom bills, you weren’t stressing about e-tolls, and your biggest decision was whether to watch Kideo or Takalani Sesame.

Brands know this. They’re not just selling you a product; they’re selling you a feeling. They’re offering a tiny, bite-sized slice of that emotional safety. That limited-edition snack with the vintage logo isn’t just tasty; it’s a whisper from your younger self saying, “Remember this? Everything’s lekker.”


Decade Hopping: Who Responds to What in SA?

Nostalgia isn’t a one-size-fits-all phenomenon. The “good old days” look very different depending on when you grew up.

Older Generations (Pre-1994): They might swoon over the smell of Lion Match boxes, the sound of the old SABC jingles, or the classic designs of Ouma Rusks. Think distinct South African packaging from the 70s and 80s, before the big shift.

The ‘Born Frees’ & Millennials (1985-2005): This is the sweet spot for the modern SA nostalgia boom. Their memories are saturated with:
Snacks: Fizzers, Ghost Pops, Pyotts biscuits, and the sheer joy of a Ricoffy morning.

Culture: The rise of kwaito, the emergence of the Springboks as a unified team, and the golden age of local TV shows like Isidingo, Generations, and Madam & Eve.

Fashion: Dickies pants, T-Shirts with huge logos, and anything that smells vaguely like that Sunday afternoon seven colours.

Brands meticulously research these generational touchstones. They know exactly which decades to plunder to pluck at your heartstrings (and open your wallet for that tin of All Gold Tomato Sauce with the retro label).


The Art of the Throwback: Successful Local Retro Campaigns

The evidence is everywhere, from the aisles of Checkers to the queues at your favourite spaza shop.

Fast Food Reboots: Every time Wimpy or Steers hints at bringing back an old menu item or running a classic advertisement, Mzansi collectively loses its mind. These moments generate serious hype because they connect the present back to happy memories of family road trips and birthday parties.

Grocery Classics: Local food brands are masters of the retro label. Oros, Sunlight soap, and Koo occasionally bring back their older, more colourful packaging. You’re not just buying a can of beans; you’re buying a feeling of simple, reliable home.

The Kwaito/Amapiano Connection: Modern SA music is built on sampling and referencing older sounds. When an Amapiano track samples a classic Kwaito bassline or uses a vocal hook from the 90s, it instantly creates a wave of nostalgic vibes that bridge generations and keeps the culture flowing.

TV and Film: The talk of reboots or sequels to classic SA dramas or comedies is always met with huge enthusiasm. These shows provide a collective cultural memory that binds us together.

The truth is, we keep buying that Cadbury Lunch Bar because it tastes exactly like the one our ouma used to sneak us. So brands needs to keep giving the feels. Keep tapping into the kaleidoscope of Mzansi memories. You’re not selling the past, you’re selling the much-needed moment of ubuntu and a reminder that, in the chaos, the good things endure. Now that’s lekker marketing.