# Pretend Pop-Up Brands capture consumer attention with fake pop-up shop concepts. By [Rebecca Byers](https://www.trendhunter.com/becbyers), Insights Research at Trend Hunter | Published May 19, 2016 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/pretend-popup ## Key Figures - Trend score: 4.0/10 - Evidence articles: 5 ## What is the Pretend Pop-Up trend? **Pretend Pop-Up:** As urban consumers become more familiar with unexpected brand interactions in their day-to-day lives, brands have begun launching fake pop-up shops that serve as a covert method of revealing a new product or campaign. This progression is related to the modern consumer's marketing literacy and the need for brands to innovate around what individuals have come to expect from them. ## At a Glance - Evidence: 5 featured examples - Articles from: Apr 5, 2015 to May 23, 2016 - Published: May 19, 2016 - Patterns: [Redirection](https://www.trendhunter.com/pattern/redirection), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Naturality](https://www.trendhunter.com/megatrend/naturality), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia ## Themes within the Pretend Pop-Up trend ### Fake Pop-Up Shops Brands are launching fake pop-up shops as a covert method to reveal new products/campaigns. ### Misleading Experiences Misleading and unconventional experiences are being designed to educate consumers on critical issues. ### Faux Food Pop-Ups Faux food pop-ups are offering creative and unconventional products to consumers. ## What the Pretend Pop-Up trend means for industry ### For Marketing and Advertising The evolving consumer marketing literacy and need for brands to innovate in unexpected ways is disrupting the industry. ### For Health and Wellness Misleading experiences and unconventional products are disrupting how consumers view critical health and wellness issues. ### For Food and Beverage Faux food pop-ups are redefining the way consumers view conventional food products and the industry at large. ## Workshop question Recognizing the modern consumer's savvy media and marketing literacy, how could your brand construct a campaign to subvert consumer expectations? ## Trend signals for Pretend Pop-Up Trend score 4.0 out of 10, from popularity 62%, activity 51%, freshness 8%. - Popularity: 62% - Activity: 51% - Freshness: 8% ## Examples of the Pretend Pop-Up trend 5 featured examples from Apr 5, 2015 to May 23, 2016. - [Faux Fast Food Pop-Ups](https://www.trendhunter.com/trends/fast-food-supplements): This Tokyo Pop-Up is Offering "Fast Food Supplements" for Free (Category: Lifestyle) Implication: The food and beverage industry can adopt the concept of fast food supplements to attract health-conscious consumers and offer healthier options. - [Fictional Beauty Brands](https://www.trendhunter.com/trends/timeless-popup): The Timeless Pop-Up Brings Attention to Elective Egg Freezing in London (Category: Lifestyle) Implication: Opportunities for creating fictional beauty brands and unique experiences for consumers. - [Creamer-Branded Pop-Up Cafes](https://www.trendhunter.com/trends/organic-valley): The Organic Valley Pop-Up Sold Half-and-Half with Free Coffee (Category: Marketing) Implication: Food and beverage companies can leverage pop-up cafes and innovative marketing strategies to showcase their products in unique ways. - [Educational Weapon Pranks](https://www.trendhunter.com/trends/gun-store): This Fake Gun Store Experiment Teaches People About the Danger of Guns (Category: Unique) Implication: Innovative approaches to gun safety education in schools, workplaces, and communities to prevent accidents and promote responsible gun ownership. - [Gluten-Free Bakery Stunts](https://www.trendhunter.com/trends/glutenfree-bakery): Loblaws Debuted Its Gluten-Free Range at a "Fake" Bakery in Montreal (Category: Lifestyle) Implication: The grocery retail industry has the opportunity to capitalize on the increasing demand for gluten-free products by offering a wide range of options to cater to health-conscious co… ## 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)