# Incognito Launch Brands go undercover to allow new products to receive unbiased reviews. By [Rebecca Byers](https://www.trendhunter.com/becbyers), Insights Research at Trend Hunter | Published Apr 26, 2017 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/incognito-launch ## Key Figures - Trend score: 4.8/10 - Evidence articles: 5 ## 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. ## At a Glance - Evidence: 5 featured examples - Articles from: Apr 19, 2017 to May 30, 2018 - Published: Apr 26, 2017 - Patterns: [Redirection](https://www.trendhunter.com/pattern/redirection), [Reduction](https://www.trendhunter.com/pattern/reduction) - Megatrends: [Instant Entrepreneurship](https://www.trendhunter.com/megatrend/instant-entrepreneurship), [Authenticity](https://www.trendhunter.com/megatrend/authenticity), [Many to Many](https://www.trendhunter.com/megatrend/many-to-many) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia ## Themes within the Incognito Launch trend ### 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 ### 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. ### Catalog Protection Companies are finding creative ways of protecting product guides by disguising or repackaging them as something else entirely. ## What the Incognito Launch trend means for industry ### For 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 for Incognito Launch Trend score 4.8 out of 10, from popularity 80%, activity 57%, freshness 8%. - Popularity: 80% - Activity: 57% - Freshness: 8% ## Examples of the Incognito Launch trend 5 featured examples from Apr 19, 2017 to May 30, 2018. - [Deceptive Shampoo Campaigns](https://www.trendhunter.com/trends/suave-professionals): Suave Professionals Has Released a Creative Ad to Market Its Shampoo (Category: Fashion) Implication: Hair care brands can explore reverse branding techniques to challenge consumer perceptions of quality based on affordability. - [Deceptive Coffee Shop Menus](https://www.trendhunter.com/trends/perfectly-uncomplicated-lattes): Tim Hortons Opened a Fake Cafe Called 'Perfectly Uncomplicated Lattes' (Category: Marketing) Implication: Coffee shop chains and independent coffee shops can explore unique branding strategies and experiential concepts to differentiate themselves and attract customers. - [Bag Differentiation Guides](https://www.trendhunter.com/trends/ikea-frakta): This Guide Distinguishes the IKEA Frakta from a High-Fashion Look-Alike (Category: Fashion) Implication: Fashion brands can leverage the trend of luxury knock-offs to create unique content and engage with consumers through humorous guides or campaigns. - [Deceptive Deli Campaigns](https://www.trendhunter.com/trends/gregory-and-gregory): Greggs Went Undercover at a Gourmet Food Festival as Gregory and Gregory (Category: Unique) Implication: Opportunity for food and beverage brands to use redirection marketing to showcase the value of their products. - [Deceptive Catalog Covers](https://www.trendhunter.com/trends/changing-catalog): IKEA's 'Changing Catalog' Campaign Helps to Disguise Its Product Guide (Category: Art & Design) Implication: The industry can explore unique ways to protect catalogs and engage consumers through creative cover designs. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) All articles: [Marketing](https://www.trendhunter.com/marketing)