# Edible Purse Commercials The ICC 'Model Eats Designer Bag' Commercial is Hilarious By Kristina Marković | Published 2014-02-06 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/model-eats-designer-bag References: [digg](http://digg.com/video/model-eats-designer-bag-on-nyc-subway) & [internationalculinarycenter](http://www.internationalculinarycenter.com/) The [International Culinary School](https://www.trendhunter.com/trends/apple-butter-coffee-cake-creamer) marketing commercial ‘Model Eats Designer Bag on NYC Subway’ brilliantly sparked viral fandom. The ‘Model Eats Designer Bag’ commercial features an actress/model who walks into a NYC subway nonchalantly carrying a black [Chanel](https://www.trendhunter.com/trends/chanel-winter-tale) purse that looks incredibly real. The model proceeds to sit down and eat her edible purse made of cake, icing, and sugary goodness. The unsuspecting subway passengers’ are shocked at the revelations and start to look in shock or snicker. The model continues to eat her purse with content and even lets her fellow neighbor take a bite. The bizarre behavior sparks the attention of subway-goers. The video went viral and created a buzz because it simply took viewers by surprise. The Chanel purse actually looks surprisingly delicious. The [Culinary Center](https://www.trendhunter.com/trends/multifloral-honey) has definitely succeeded in shocking viewers and bringing attention to their amazing culinary and pastry programs. Shock value marketing reals the public in and remains an effective and attention grabbing marketing strategy. ## Trend Insights (Trend Hunter) - Score: 3.6/10 - Popularity: 28% | Activity: 71% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Key Themes Behind This Trend - **Shock Value Marketing:** Using surprising and unconventional tactics to capture consumers' attention and generate buzz for a product or service. - **Edible Advertising:** Creating edible versions of products or props for advertising campaigns, attracting attention through novelty and unusual consumption. - **Viral Fandom:** The phenomenon of a marketing campaign or content spreading rapidly and gaining a passionate following online. ### Where This Applies - **Culinary and Pastry Programs:** Opportunity for culinary schools and pastry programs to explore innovative and attention-grabbing ways to promote their courses, such as creating edible versions of popular objects. - **Marketing and Advertising:** Marketing agencies and advertisers can leverage shock value and unconventional marketing tactics to create memorable campaigns that go viral and capture audience attention. - **Fashion and Luxury Brands:** Luxury brands and fashion companies could experiment with unique and unconventional advertising methods, like creating edible versions of their products, to create buzz and engage consumers in a playful and unexpected way. ## Related on Trend Hunter - [Pastry-Inspired Clutches](https://www.trendhunter.com/trends/greggs-sausage-roll-clutch.md) - [Cheesecake Handbags](https://www.trendhunter.com/trends/cheesecake-handbag.md) - [Absurdly Tiny Culinary Bags](https://www.trendhunter.com/trends/knorrs-mini-bouillon-bag.md) - [Quirky Luxury Collabs](https://www.trendhunter.com/trends/moschino-x-milano-handbag.md) - [Bespoke Bakery-Inspired Bags](https://www.trendhunter.com/trends/croissant-bag.md) - [Dessert-Filled Glass Purses](https://www.trendhunter.com/trends/pistachio-tiramisu-purse.md) - [Chocolate-Crafted Intricate Luxe Bags](https://www.trendhunter.com/trends/egg-bag.md) - [Cake-Themed Commercials](https://www.trendhunter.com/trends/kfc-thailands-birthday-ad.md) - [Cereal-Inspired Statement Bags](https://www.trendhunter.com/trends/reeses-puffs-duffel-puff-bag.md)