Category
Lifestyle
Assisted Choices
Trend cluster
Category
Incognito
Launch
Brands go undercover to allow new products to receive unbiased reviews.
4.8
Trend score
Trend
What is the Incognito Launch trend?
Incognito Launch: While many may associate having a well-known brand name as a marker of success, the limitations of which become clear as established brands launch products in a covert nature in order to allow for unbiased first-hand customer experiences. This progression demonstrates the innate cognitive biases associated with consumer purchasing decisions and the opportunity for brands to avoid "big brand skepticism" in this way.
Trend themes
Themes within the Incognito Launch trend
Three behaviours holding the trend together01
Deceptive Marketing
Brands are taking advantage of the biases associated with branded products by disguising their products in a way that will allow for people to have unbiased experiences and ensure that consumers value all of their products rather than just the high end
02
Satirical Campaigns
Satirical campaigns that poke fun at branded products are being used by companies to create a deeper connection with consumers and to add to the company's brand value.
03
Catalog Protection
Companies are finding creative ways of protecting product guides by disguising or repackaging them as something else entirely.
Industry implications
What the Incognito Launch trend means for industry
Where the trend changes the playbookFor
Retail
Retailers are able to use these deceptive tactics to help drive sales of their products, by manipulating the biases of consumers in their favour.
For
Marketing
Marketers can use satirical campaigns and deceptive tactics to create a deeper connection with their target audience, and help change the perception of a particular product or industry.
For
Publishing
The use of creative campaigns is highly effective in publishing, where magazines and catalogs are competing for attention among their readers.
Workshop question
What new consumer markets could you tap into if your product wasn't associated with a particular brand image?
Trend signals
Trend signals for Incognito Launch
Trend score 4.8 out of 10, from popularity 80%, activity 57%, freshness 8%.
Popularity80%
Activity57%
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 Incognito Launch trend
5 featured examples from Apr 19, 2017 to May 30, 2018CategoryFashion
Deceptive Shampoo Campaigns
Suave Professionals Has Released a Creative Ad to Market Its Shampoo
Hair care brands can explore reverse branding techniques to challenge consumer perceptions of quality based on affordability.
CategoryMarketing
Deceptive Coffee Shop Menus
Tim Hortons Opened a Fake Cafe Called 'Perfectly Uncomplicated Lattes'
Coffee shop chains and independent coffee shops can explore unique branding strategies and experiential concepts to differentiate themselves and attract customers.
CategoryFashion
Bag Differentiation Guides
This Guide Distinguishes the IKEA Frakta from a High-Fashion Look-Alike
Fashion brands can leverage the trend of luxury knock-offs to create unique content and engage with consumers through humorous guides or campaigns.
CategoryUnique
Deceptive Deli Campaigns
Greggs Went Undercover at a Gourmet Food Festival as Gregory and Gregory
Opportunity for food and beverage brands to use redirection marketing to showcase the value of their products.
CategoryArt & Design
Deceptive Catalog Covers
IKEA's 'Changing Catalog' Campaign Helps to Disguise Its Product Guide
The industry can explore unique ways to protect catalogs and engage consumers through creative cover designs.
