# Mainstream Campy Large iconic companies are leveraging aesthetic subversion and kitsch. By [Armida Ascano](https://www.trendhunter.com/Armida), Chief Insights Officer | Published Oct 12, 2018 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/mainstream-campy ## Key Figures - Trend score: 3.8/10 - Evidence articles: 4 ## 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. ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Oct 25, 2017 to Oct 11, 2018 - Published: Oct 12, 2018 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Tribalism](https://www.trendhunter.com/megatrend/tribalism), [Youthfulness](https://www.trendhunter.com/megatrend/youthfulness), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Mainstream Campy trend ### 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. ### 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. ### 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. ## What the Mainstream Campy trend means for industry ### For 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 for Mainstream Campy Trend score 3.8 out of 10, from popularity 60%, activity 47%, freshness 8%. - Popularity: 60% - Activity: 47% - Freshness: 8% ## Examples of the Mainstream Campy trend 4 featured examples from Oct 25, 2017 to Oct 11, 2018. - [Cereal Monster-Inspired Tiki Mugs](https://www.trendhunter.com/trends/cereal-monsters-geeki-tikis): The Cereal Monsters Geeki Tikis are Stylishly Retro (Category: Art & Design) Implication: Food and beverage companies can create pop culture-themed cups/mugs and drinkware to attract nostalgic collectors and pop culture enthusiasts. - [Retro Metal Meal Buckets](https://www.trendhunter.com/trends/retro-meal-buckets): KFC is Giving Away Retro Meal Buckets While Supplies Last (Category: Lifestyle) Implication: Opportunity for fast food chains to leverage unique and limited-time promotions to attract customers and drive sales. - [Unicorn-Covered Sodas](https://www.trendhunter.com/trends/pick-your-pepper): Unicorn Dr. Pepper is Available as Part of the 'Pick Your Pepper' Campaign (Category: Lifestyle) Implication: Innovation in beverage branding can lead to unique and eye-catching designs as seen in Dr. - [Youth-Targeted Cancer Campaigns](https://www.trendhunter.com/trends/rethink-breast-cancer-campaign): The Rethink Breast Cancer Campaign Takes a More Modern Approach (Category: Lifestyle) Implication: Creative agencies can leverage humor and innovative technologies to create impactful campaigns for public health organizations. ## 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)