# Edgy Notability Seeking to add a cultural edge, brands turn to audacious celebs for impact. By [Tana Makmanee](https://www.trendhunter.com/tmak), SVP, Research Services at Trend Hunter | Published Mar 12, 2014, updated Mar 13, 2014 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/marketing-notability ## Key Figures - Trend score: 2.8/10 - Evidence articles: 4 ## What is the Edgy Notability trend? **Edgy Notability:** With consumers often drawing inspiration and guidance from aspects of mass media, brands are seeking to utilize brazen societal influences to create a stronger cultural reputation around traditionally simple products. Aiming to make products such as beer appear more daring and exciting, brands are turning to celebrities known for their brash and bold ways to help add a distinctive edge that media-obsessed consumers can easily recognize, reflecting the need for more audacious forms of product advertising. ## At a Glance - Evidence: 4 featured examples - Articles from: May 26, 2012 to Feb 3, 2014 - Published: Mar 12, 2014 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence) - Megatrends: [Tribalism](https://www.trendhunter.com/megatrend/tribalism), [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 Edgy Notability trend ### Celebrity Endorsements Brands are partnering with bold and audacious celebrities to add an edge and cultural appeal to simple products. ### Parody Ads Businesses are using parody and satire to create memorable ads while also poking fun at their inability to compete with larger companies' Super Bowl ads. ### Voodoo Magic Ads Ads are using unique and uncommon themes like voodoo magic to create attention and break through the clutter of traditional commercial concepts. ## What the Edgy Notability trend means for industry ### For Alcohol Industry Brands like Budweiser and Newcastle Brown Ale are using celebrity partnerships and parody ads to stand out in a crowded market and appeal to younger consumers. ### For Fashion Industry Fashion designers like Marc Jacobs are expanding their creative offerings and partnering with new brands to bring fresh concepts and appeal to a wider audience. ### For Entertainment Industry Companies like Budweiser and Newcastle Brown Ale are partnering with popular entertainers like Stevie Wonder and Anna Kendrick to add excitement and cultural relevance to their products. ## Trend signals for Edgy Notability Trend score 2.8 out of 10, from popularity 40%, activity 35%, freshness 8%. - Popularity: 40% - Activity: 35% - Freshness: 8% ## Examples of the Edgy Notability trend 4 featured examples from May 26, 2012 to Feb 3, 2014. - [Mysterious Photo Booth Ads](https://www.trendhunter.com/trends/diet-coke-creative-director): Marc Jacobs Unveiled as Diet Coke Creative Director in New Teaser (Category: Pop Culture) Implication: Using fashion trends and designers to create innovative marketing strategies. - [Celebrity Parody Beer Ads](https://www.trendhunter.com/trends/newcastle-brown-ale): Anna Kendrick Lends a Helping Hand in This Newcastle Brown Ale Ad (Category: Lifestyle) Implication: Craft breweries can use humor and satire to promote their unique flavors and styles of beer in a crowded and competitive market. - [Fighter Beer Ads](https://www.trendhunter.com/trends/budweiser-the-great-preparation): Anderson Silva and Steven Segal Face Off in Budweiser 'The Great Preparation' (Category: Lifestyle) Implication: Beer companies can utilize athlete endorsements in their advertisements to reach a wider audience, particularly sports fans. - [Voodoo Magic Beer Ads](https://www.trendhunter.com/trends/bud-light-super-bowl-commercial): This New Bud Light Super Bowl Commercial Features Stevie Wonder (Category: Lifestyle) Implication: The beverage industry can leverage celebrity collaborations to create memorable advertisements and increase product sales. ## 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)