Firefox Taps Noughties Nostalgia to Win Back Lapsed Users

Mozilla's Firefox browser has partnered with several early-2000s internet brands in a campaign that Marketing Week describes as one of the year's viral efforts. Firefox's marketing lead says the nostalgia is resonating with audiences and helping the browser reconnect with users who had drifted away.

Why it matters: It shows how a legacy consumer brand can use nostalgia and cultural partnerships, rather than product claims, to re-engage lapsed users.