Brands adopt edible marketing campaigns to engage consumers
Implications - Brands are creating edible billboards and other marketing campaigns in order to engage consumers’ senses in ways that are relatively unparalleled. These unique campaigns are absent of the staged, pop-up environments that normally come with food-related marketing stunts, and instead engage consumers in a way that is independent, but that remains interactive.
Workshop Question - Conceptualize a marketing stunt that requires a new form of engagement from your brands’ consumers.
Trend Themes
1. Edible Marketing - Consumer brands are creating edible marketing campaigns to engage consumers' senses and create unique experiences.
2. Interactive Billboards - Living parts like food or bacteria are being used in creative ways to create dynamic interactive billboard ads.
3. Integrated Advertising - Brands are incorporating their products into unique advertising initiatives that support an immersive ad experience.
Industry Implications
1. Advertising Industry - The Advertising industry needs to find new ways to advertise as consumers' attention spans decrease and interactive forms of advertising regain their popularity.
2. Consumer Products Industry - Consumer products need to be marketed using unique advertising techniques that not only showcase the product but engage consumers' senses.
3. Food and Beverage Industry - The Food and Beverage industry can create immersive experiences that translate into increased brand awareness and sales by creating unique edible marketing campaigns.
