Category
Lifestyle
Assisted Choices
Trend cluster
Category
Indulgent
Marketing
Food services turn to excessive activities for uninhibited exposure.
4.6
Trend score
Trend
What is the Indulgent Marketing trend?
Indulgent Marketing: Taking a more uninhibited approach to marketing, brands and food services are offering consumers the chance to engage in spontaneous and shockingly indulgent activities. Providing contests and events that encourage messy and crude behavior, these marketing tactics reflect a rise in more casual consumer-brand engagements.
Trend themes
Themes within the Indulgent Marketing trend
Three behaviours holding the trend together01
Excessive/Uninhibited Activities
Brands and food services are offering consumers the chance to engage in spontaneous and shockingly indulgent activities in their marketing tactics.
02
Eating Contests
Eating contests are becoming a popular way to promote food brands and engage with customers in a fun way.
03
Ugliest Cake Contests
Ugliest cake contests are gaining popularity and have become a quirky way to show off creativity and humor in baking.
Industry implications
What the Indulgent Marketing trend means for industry
Where the trend changes the playbookFor
Food and Beverage
The food and beverage industry benefits from engaging consumers in fun, unique, and memorable ways.
For
Marketing and Advertising
Marketing and advertising professionals can gain inspiration from campaigns that offer spontaneous and shocking experiences.
For
Entertainment
The entertainment industry can explore new ways to use food and games to create memorable experiences for audiences.
Trend signals
Trend signals for Indulgent Marketing
Trend score 4.6 out of 10, from popularity 73%, activity 56%, freshness 8%.
Popularity73%
Activity56%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Indulgent Marketing trend
4 featured examples from Oct 31, 2013 to Aug 13, 2014CategoryLifestyle
Ugliest Cake Contests
Susan Quick is the First Place Winner with a Cat Litter Cake
Disruptive innovation opportunity: Bakeries can customize their offerings to include funny tribute cakes and unconventional designs, catering to customers seeking unique and stand…
CategoryMarketing
Poutine-Eating Contests
This Poutine-Eating Contest Was Sponsored By Smoke's Poutinerie
Restaurants and food brands can explore new promotional strategies and event sponsorships to attract customers and gain brand exposure.
CategoryMarketing
Cake Bobbing Campaigns
To Promote Its New Flavors, Jaffa Enlisted Jaffa Cake Fans to Try Them Out
Exploring new ways to showcase and introduce new flavors in the market.
CategoryMarketing
Crimefighting Eating Contests
This Doughnut-Eating Contest Was Held to Tackle Crime
Opportunity for law enforcement agencies to organize engaging events that bridge the gap with the community they serve.
