Why a 90s rave pop-up might just be Gen Z’s favourite flashback (even if they weren’t there)
Let’s be honest, Tesco haven’t been the kind of brand to ever get me to pause my scrolling on social media (sorry!), but when I saw a headline saying they’re throwing a two-day 90s rave in a couple of weeks, my thumb immediate stopped scrolling so I could read more.
There’s been a resurgence in pop-ups and experiential marketing aimed at Millennials and Gen Z recently, from Blank Street’s pop-up tattoo parlours to the Jacquemus Beach Club. Brands are going all in on IRL. But Tesco? Hosting a rave? In honour of their Clubcard turning 30?
It’s not just unexpected. It’s clever.
Let’s break it down: Tesco’s pop-up (called ‘Club Card’ obvs) isn’t just jumping on the pop-up trend, but blending it with another compelling marketing trend – nostalgia.
The event promises a “little Tesco” bar, a 90s-style pick ’n’ mix stand, and even a “self-checkout selfie station.” It’s quirky, fun, and designed for content.
But here’s where it gets more interesting: the nostalgia play isn’t just for Millennials who actually remember WKDs and J2Os. It’s also for Gen Z, most of whom weren’t even born in the 90s!
The thing is, I’ve been seeing another kind of nostalgia emerging with Gen Z. Almost an ‘era envy’, a mini obsession with the nineties and early noughties culture. Think retro film photography, y2k vibes, flip phones…the messiness and retro analogue vibe of the 90s now feels fresh again.
This Tesco campaign sits right at the intersection of sentimentality for the Millennials, while feeding Gen Z’s interest in throwback aesthetics and experiential novelty.
It also reminded me of the recent Tango Blast launch and of Stormzy’s ‘House Party.
Pop-ups like this aren’t just about product or promotion, they’re about participation. They offer social-first audiences the chance to physically step inside a meme, a memory, or a fantasy they’ve only seen through a screen or in retro photos.
Time will tell whether the event will be a success, but it’s clever, fun and stands out.
Pop-ups like these aren’t just about product or promotion, they’re about participation. They offer social-first audiences the chance to physically step inside a meme, a memory, or a fantasy they’ve only seen through a screen or in retro photos.
Time will tell whether Tesco’s event will be a success, but it’s clever, fun and stands out.
Pause-Worthy Score: 7.5/10
Originality: It’s certainly not the first or last time a brand will do a pop-up retro party.
Emotional Impact: Strong. Taps directly into nostalgia, fun and the feeling of it feeling ‘exclusive’.
Watchouts: Tesco’s event relies on the target audience actually having a Clubcard and wanting to attend. The execution needs to be on the right side of camp, so it doesn’t come across as cringe
Verdict: Y2K is vintage. The rave is content. And Tesco just made themselves the main character. Experiential for a social-first audience.
