In recent years, marketers have rediscovered the power of nostalgia, showing that it’s so much more than just bringing back old trends or vintage aesthetics. Nostalgia serves as a direct line to building brand loyalty and familiarity, making audiences feel seen and understood. Now, we’re witnessing a new twist on this strategy: the rise of millennial cringe. This approach goes beyond simply referencing the past—it taps into the awkward, earnest moments that defined a generation, transforming those once-embarrassing memories into a relatable, engaging force that’s reshaping how brands connect with modern consumers. 

Why Millennial Cringe Is Having a Moment 

Think back to the early 2000s—iPod ads with neon silhouettes, catchy indie tracks crossed over from pop culture to commercials (looking at you Vonage!) and earnest slogans that were a little too sincere. For years, these cultural moments were fodder for eye rolls. But according to Vogue Business, the pendulum is swinging. Audiences are tiring of irony-heavy, cynically optimized content. In its place, sincerity—yes, even awkward, slightly embarrassing sincerity—is starting to break through. Millennials nod with recognition. Gen Z cringes—but keeps watching. And both groups engage. 

The Risk (and the Reward) of Cringe 

Here’s the catch: Leaning into cringe is not a free-for-all. The same things that make it sticky also make it risky. Cringe works when it feels authentic and self-aware. It flops when it feels forced. A playful throwback to an awkward trend? That’s fun. A brand trying too hard to shoehorn itself into “relatable” internet humor? That’s instant backlash. 
In 2025, we’ve seen cringe crowned as the new clout. Perfectly polished content is forgettable. Chaotic, human, a little awkward? That stands out. But marketers should be cautious. Gen Z especially has a sharp radar for inauthenticity, and when cringe comes off as pandering, they’ll roast a brand faster than you can say “cringe compilation.” The lesson? Test early, listen closely and know your lane. 

Smart Ways to Use Cringe 

Some brands are already putting cringe to work in ways that feel smart and self-aware: 
Crocs leaned into their once-mocked reputation with collabs so over the top (think Shrek, Lightning McQueen and even KFC bucket clogs) that the cringe factor became part of their charm. Instead of running from the awkwardness, they owned it, and sales soared. 
Duolingo has made a brand mascot, Duo the owl, into an intentionally unhinged presence on TikTok. The content often makes you squirm, but it’s exactly that chaotic energy that’s winning younger audiences over. 
Maybelline tapped into the awkwardness of millennial beauty culture by remixing old-school ad tropes and pairing them with tongue-in-cheek sincerity. The result? Campaigns that feel nostalgic, funny and relatable rather than overly polished. 
Etsy dusted off Y2K nameplates and flowery décor that’s equal parts cute and “Wait, did we actually wear that?” 
Liquid Death built their entire brand around an absurd mix of irony and sincerity. Their over-the-top marketing is just cringe-adjacent enough to be irresistible, and fans quite literally drink it up. 
 
These examples work because they’re rooted in truth—Crocs really were considered ugly shoes, Duolingo’s owl really is a little pushy and Maybelline really did have those larger-than-life “Maybe she’s born with it” ads. By leaning into what people already associate with them, these brands turn cringe into connection. 

Watch-Outs: Where Cringe Doesn’t Belong 

Cringe is a great tool in the right hands—but not every brand or industry should play with it. A few places to think twice before going awkward: 
Health care and wellness – Patients don’t want to cringe when it comes to their health. They want reassurance, expertise and trust. 
Financial services – Money is already stressful. Awkward humor risks making a serious decision feel trivial. 
Social justice or purpose-driven campaigns – Authenticity matters most here, and cringe can come across as dismissive or tone-deaf. 
High-end or luxury goods – If your entire brand identity is rooted in prestige and polish, leaning into awkwardness risks eroding credibility. 
 
In short: If the stakes are high, steer clear of cringe. But if your brand lives in lifestyle, entertainment or consumer culture, it can be a bold way to stand out. 

Millennial cringe may sound like a contradiction in terms, but it’s really just another evolution of nostalgia marketing. At its best, it’s a wink from the past that says, “We remember those times—and we’re still here, awkward smiles and all.” The challenge for marketers is to embrace it with intention. Don’t overplay it. Don’t force it. Use it in moments where awkwardness feels like an authentic part of your brand’s story. Do that, and you’ll turn cringe into connection. 

Looking for help ideating your next great retro marketing campaign? Hiebing can help. Email Nate Tredinnick at ntredinnick@hiebing.com to set up a call.