Category
Lifestyle
Assisted Choices
Trend cluster
Category
Mainstream
Campy
Large iconic companies are leveraging aesthetic subversion and kitsch.
3.8
Trend score
Trend
What is the Mainstream Campy trend?
Mainstream Campy: Notoriously difficult to define, 'camp' is the idea of so deeply subverting what is considered "bad" to the point that it's considered "good." Today, brands are tapping camp in their products and marketing to draw the attention of consumers.
Insight
The consumer insight behind the Mainstream Campy trend
The Internet of Things has the power to globalize and effectively democratize certain aspects of life, including things pertaining to style, art, and so on. As consumers gain more access and socialize about different subcultural phenomena, they begin to welcome such aesthetics into their life more openly. Eventually, as these notions enter the mainstream, more individuals begin interacting and embracing these concepts as part of the contemporary Zeitgeist.
Trend themes
Themes within the Mainstream Campy trend
Three behaviours holding the trend together01
Tapping into camp
Brands are leveraging aesthetic subversion and kitsch to draw the attention of consumers, reflecting a trend towards the idea of deeply subverting what is considered bad to the point that it's considered good.
02
Reaching younger audiences with humor
Campaigns that use humor to educate young adults on serious topics such as breast cancer have been successful in engaging this demographic and can be a potential disruptive innovation opportunity in healthcare marketing.
03
Nostalgia and collector's items
Limited-time promotions that offer retro and collector's item items, such as KFC's metal meal buckets, evoke nostalgia for past eras and can lead to increased sales, promoting the potential for companies to market toward Gen X and Millennial consumers.
Industry implications
What the Mainstream Campy trend means for industry
Where the trend changes the playbookFor
Marketing and Advertising
Companies can leverage the trend of tapping into kitsch and subcultures to increase brand awareness and engage younger audiences through humor, while promoting tolerance and acceptance.
For
Healthcare
Education campaigns for young adults that utilize humor as a way of engagement may drive awareness and behavior change, while the novelty of a breast cancer health bot may be an opportunity for healthcare providers and entrepreneurs to disrupt the industry.
For
Retail and Consumer Goods
Providing customers with nostalgia and unique collector's item items can boost sales and drive customer loyalty, which presents an opportunity for retailers and consumer goods companies to tap into the Millennial and Gen X market.
Workshop question
How could your product or marketing become more visually subversive? Why or why not would this be a priority of yours?
Trend signals
Trend signals for Mainstream Campy
Trend score 3.8 out of 10, from popularity 60%, activity 47%, freshness 8%.
Popularity60%
Activity47%
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 Mainstream Campy trend
4 featured examples from Oct 25, 2017 to Oct 11, 2018CategoryArt & Design
Cereal Monster-Inspired Tiki Mugs
The Cereal Monsters Geeki Tikis are Stylishly Retro
Food and beverage companies can create pop culture-themed cups/mugs and drinkware to attract nostalgic collectors and pop culture enthusiasts.
CategoryLifestyle
Retro Metal Meal Buckets
KFC is Giving Away Retro Meal Buckets While Supplies Last
Opportunity for fast food chains to leverage unique and limited-time promotions to attract customers and drive sales.
CategoryLifestyle
Unicorn-Covered Sodas
Unicorn Dr. Pepper is Available as Part of the 'Pick Your Pepper' Campaign
Innovation in beverage branding can lead to unique and eye-catching designs as seen in Dr.
CategoryLifestyle
Youth-Targeted Cancer Campaigns
The Rethink Breast Cancer Campaign Takes a More Modern Approach
Creative agencies can leverage humor and innovative technologies to create impactful campaigns for public health organizations.
