Brands capture consumer attention with fake pop-up shop concepts
Implications - 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.
Workshop Question - Recognizing the modern consumer's savvy media and marketing literacy, how could your brand construct a campaign to subvert consumer expectations?
Trend Themes
1. Fake Pop-up Shops - Brands are launching fake pop-up shops as a covert method to reveal new products/campaigns.
2. Misleading Experiences - Misleading and unconventional experiences are being designed to educate consumers on critical issues.
3. Faux Food Pop-ups - Faux food pop-ups are offering creative and unconventional products to consumers.
Industry Implications
1. Marketing and Advertising - The evolving consumer marketing literacy and need for brands to innovate in unexpected ways is disrupting the industry.
2. Health and Wellness - Misleading experiences and unconventional products are disrupting how consumers view critical health and wellness issues.
3. Food and Beverage - Faux food pop-ups are redefining the way consumers view conventional food products and the industry at large.
