Brands poke fun at branded achievements for lighthearted celebrations
Trend - Seeking to create memorable moments around branded achievements, brands are turning to elements of humor to distinctly frame celebrations in unexpected ways. From poking fun at their own legacy to celebrating wins through pranks, brands are turning to comedic strategies to surprise and delight consumers.
Insight - Contemporary consumers tend to opt-in for branded activations as a form of immersive entertainment. Many derive excitement from the unexpected and, therefore, chose to prioritize activations that are novel in nature. In addition, consumers find these experiences to be enriching as they give individuals something to share and talk about on social media or with their communities in real life.
Insight - Contemporary consumers tend to opt-in for branded activations as a form of immersive entertainment. Many derive excitement from the unexpected and, therefore, chose to prioritize activations that are novel in nature. In addition, consumers find these experiences to be enriching as they give individuals something to share and talk about on social media or with their communities in real life.
Workshop Question - How can you better leverage humor in your marketing and branding strategies? How can you use that to better connect with your consumer?
Trend Themes
1. Humorous Celebrations - Brands are using humor to create memorable moments and immersive entertainment around branded achievements.
2. Personalized Celebrations - Brands are creating unique and special ways for fans to celebrate their successes and achievements, such as personalized fridges, billboards, and magical airport designs.
3. Nostalgia Marketing - With IKEA's iconic BILLY bookcase rebrand to WILLIAM, brands are leveraging nostalgia to connect with consumers and celebrate legacies.
Industry Implications
1. Marketing - Marketing professionals can use humor, personalized and nostalgic activations to create memorable branded celebrations.
2. Hospitality - Hospitality professionals can create immersive entertainment experiences around brand achievements through magical airport designs, special beer fridges, and more.
3. Retail - With the rebrand of IKEA's iconic BILLY bookcase, retail professionals can use nostalgia marketing to celebrate legacies and create timelessly modern staples.
