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Publicity Stunts Consumer Insights

Delivery Marketing
Brands use limited time delivery offers to market specific products
Trend - Tapping into the popularity of delivery services and how commonplace they've become in consumers' lives, brands are promoting products through limited-run delivery offers. Providing both a low-friction experience for the consumer as well as a sense of novelty, this marketing approach mixes many different forces to create a memorable experience.

Insight - Consumers are increasingly concerned with convenience as they become accustomed to smart technology that empowers them through their daily routines–whether that's in their personal or professional lives. Thus, when choosing which brands to be loyal to, consumers value brands that prioritize a streamlined and simple purchase journey.
Workshop Question - What are some ways you could use delivery marketing as a way to get consumers interested in your brand's offerings?
6.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Bold Unbranding
Big brands opt for no logos to showcase the weight and relevance of their brand
Trend - As efforts toward greater authenticity and brand loyalty continue to thrive, we're seeing a rise in unbranded, logo-less tactics–often from well-known companies. Not necessarily looking to move away from heritage or legacy, these brands are relying on the iconic imagery, aesthetics or references to their products to connect with consumers. These unbranded examples are serving to create more approachable identities for brands, allowing consumers to better connect with product references and emotional connections.

Insight - Brand recognition among consumers is crucial, however consumers' contemporary purchase habits often place just as much emphasis on product experience as they do branding. Consumers are drawn to experiences because they're often inherently shareable–and most young North Americans prioritize how their daily and brand interactions can be translated onto social media.
Workshop Question - How might you better connect with consumers through more subtle, unbranded tactics?
6.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Branded Mockery
Brands poke fun at their rivals in bolder, call-out strategies
Implications - While branded rivalries have been going on for as long as we know it, a once behind-the-scenes interaction is now coming into the limelight through bolder, in-your-face marketing tactics. Beyond social media battles and light-hearted exchanges, brands in QSR all the way to fashion are taking more risks through activations and real-world campaigns that call out their competitors in negative, albeit humorous, ways. From comparing value to straight-up insults, these examples speak to the evolution of brand identities and a growing willingness to take risks when it comes to consumer communication and messaging in the public space.
Workshop Question - What risks are you willing to take to be more open and transparent with your consumers in terms of outlining your value proposition?
6.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Youth-Targeted Burger
Burger chains project youthfulness with viral-worthy publicity stunts
Implications - Following in the same vein as fast pizza chains, burger brands are pursuing viral status with campaigns that play up Millennial and Gen Z interests such as coveted sneaker releases and tech-enabled custom ordering. This shift highlights the youthful nature of successful QSR branding and the resonant power of connecting authentically with discerning Millennial and Gen Z consumers.
Workshop Question - How can your brand court millennial consumers by adopting youthful fads to create viral-worthy campaigns?
6.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Self-Reflexive Campaign
High-end fashion brands subvert the norm with self-aware ad campaigns
Implications - Luxury fashion brands are increasingly creating subversive campaigns that reflect celebrity and meme culture in order to champion authenticity through critical self-awareness. This shift highlights the need for brands to find new, evolved ways of communicating accessibility through self-reflexive irony rather than looking to connect with consumers through aspirational images of luxury.
Workshop Question - How can your brand convey authenticity by incorporating a self-reflexive view of your industry's culture into marketing material?
6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Experiential Whisky
Whisky brands look to gain favor with millennials with memorable campaigns
Implications - By incorporating technological innovations and serving as gatekeepers to one-of-a-kind experiences, whisky brands are looking to resonate with young consumers by making a lasting impression that buoys the product to cult status. This shift speaks to the ability of brands to connect with new groups of consumers by providing access to experiences in order to power the perception of a product with social currency.
Workshop Question - What new experiences can you marry with an older product offering in order to refresh brand image in the eyes of younger consumers?
6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Explorer Activation
Tourism brands host immersive activations that aim to inspire travel
Implications - Often leveraging tech tools such as virtual reality, tourism brands are launching aspirational campaigns that aim to inspire consumer travel with immersive activation experiences that blend entertainment and product education. This progression highlights the need to meet consumers in the physical spaces they occupy on a daily basis and the opportunity of brand activations to serve a moments of product education and brand awareness.
Workshop Question - What elements of your product could be better grasped by consumers through a hands-on experience such as a brand activation?
6.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Celebratory Lifestyle
Champagne brands cater to modern consumers with unique promotions
Implications - Champagne brands are using brand activations and unique partnerships to cultivate an air of accessibility that balances out their status as luxury brands. This progression highlights the need for all brands to maneuver themselves in order to break free from the constraints of a brand heritage that is so strong it may appear to consumers as unrelatable.
Workshop Question - How can you highlight your brand's dedication to inclusivity?
5.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Experiential Gin
Gin brands engage consumers with inspired events and activations
Implications - Gin brands are hosting creative activations and workshops that serve as both an opportunity for both brand awareness and product education. This progression highlights the importance of brand touchpoints in helping consumers bridge the gap between aspirational marketing and actual product adoption.
Workshop Question - In what daily spaces can you engage consumers and allow them to test drive your product or service?
4.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Instagrammable Installation
Aesthetics-based urban marketing increases organic consumer engagement
Implications - With no unique wall left un-selfied, brands are shifting their focus to a share-worthy marketing approaches, leveraging the modern consumer’s drive for self-documentation. While the urban environment has long been a great space to engage consumers organically throughout their daily commute, a more immersive element is being incorporated through playful visuals and aesthetic backdrops that entice passersby to interact and share. This approach is a low-cost technique that works particularly well for smaller brands that rely more heavily on word of mouth marketing.
Workshop Question - How can you engage consumers more organically in their natural environment?
5.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends