Category
Lifestyle
Curated Bottlings
Trend cluster
Category
Edible
Spectacle
Brands engage consumers with pop-ups made from sweets.
4.9
Trend score
Trend
What is the Edible Spectacle trend?
Edible Spectacle: As brands look for ways to interact with consumers amid their daily routines, many are launching innovative pop-ups that re-imagine traditional locations made from chocolate and other sweets. An especially good tool for holiday marketing, such pop-ups are ideal for social media sharing and help to re-position a brand as spontaneous and intuitive. This progression is related to the consumer desire for awe-inspiring experiences that serves as an extension of personal brand when shared socially.
Trend themes
Themes within the Edible Spectacle trend
Three behaviours holding the trend together01
Edible Pop-Ups
Brands are creating innovative pop-ups made from chocolate and other sweets to engage customers and create shareable experiences.
02
Interactive Brand Experiences
Consumers are seeking awe-inspiring experiences that serve as an extension of their personal brand when shared socially.
03
Branded Public Displays
Brands of all kinds can create engaging publicity stunts and awe-inspiring public displays to generate awareness and interest.
Industry implications
What the Edible Spectacle trend means for industry
Where the trend changes the playbookFor
Food & Beverage
Using edible displays, brands can create interactive experiences that engage customers and generate social media buzz, promoting brand recognition.
For
Marketing & Advertising
Consumers looking for shareable experiences opens up an avenue for creating viral campaigns that connect with customers on a personal level.
For
Event Planning & Entertainment
Creating innovative displays and pop-ups for events can awe attendees, leading to press and social media exposure for both the brand and event.
Workshop question
As pop-ups continue to increase consumer engagement, what is one unique aspect you could provide to set yourself apart from other brands?
Trend signals
Trend signals for Edible Spectacle
Trend score 4.9 out of 10, from popularity 63%, activity 75%, freshness 8%.
Popularity63%
Activity75%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
South America
Evidence
Examples of the Edible Spectacle trend
4 featured examples from Dec 21, 2015 to Mar 23, 2016CategoryMarketing
Chocolate-Built Pop-Up Bars
The Carlsberg Chocolate Bar Has Opened Its Doors in Shoreditch
Beer and other beverage companies could create similar edible brand activations, engaging consumers in unique sampling experiences.
CategoryMarketing
Gingerbread House Bank Pop-Ups
This Gingerbread Bank Was Assembled in Philadelphia for PNC Bank
Disruptive innovation opportunity for banks to create unique and attention-grabbing pop-up branches, showcasing their creativity and customer-centric approach.
CategoryMarketing
Festive Chocolate-Covered Pop-Ups
The Cadbury Christmas Grotto is Part of Its UK Advent Tour
The Cadbury Festive Joy trucks and Cadbury Christmas Grotto demonstrate opportunities for innovation in the confectionery industry through unique branding and experiences.
CategoryMarketing
Chocolate Bunny Activations
Dr Oetker Placed a Seven-Foot-Tall Edible Installation in London
The food and beverage industry can leverage edible installations as brand activations to create memorable experiences and connect with consumers in a fun and immersive way.
