David and Victoria Beckham are left only with nostalgia

David Beckham and Victoria Beckham are many things. They are a power couple, they are '90s and Y2K icons, they are the initiators of what aims to be a lineage of beautiful creatives (all their children and their partners), they represent the two wolves inside us: one is the bored, sophisticated Spice Girls popstar who designs clothes, perfumes, and luxury products, never smiles, cares about fitness, and always wears black; the other is the athlete with bleached hair and luxury watches, dressed in white at Wimbledon with his mom, sharing his exploits and life in a documentary.

The Beckham's Wedding Anniversary

Together, these two wolves are hugely popular. Every move they make gets the attention of English tabloids and entertainment magazines. Articles about their love, style, diet, workouts, dedications, past, present, and future are endless. Their wedding anniversary (the twenty-fifth, no less) was no exception. Their dedicated posts went viral, not only showcasing their social media prowess but also tapping into nostalgia.

A Communication Strategy Focused on Nostalgia

Nostalgia seems to be, to date, the Beckham's most successful marketing strategy. It generates the most comments, shares, and media buzz. It’s no surprise. We live in nostalgia, in the eternal return of icons, movies, trends, and sounds. We live in a time in our cultural history where it seems difficult, almost impossible, to bring out something new. When it happens, we celebrate it, but we return to our certainties. For many people (especially those of a certain age and older), David and Victoria Beckham represent a certainty, a memory of happier and more prosperous times. And they know it very well.