‘Obsessed’ is a monthly deep dive into social and cultural trends that can help marketers inform the way they think. Led by Kate O’Loughlin, Initiative strategist and self-confessed obsessive, ‘Obsessed’ will be a magic school bus to expand marketing mindsets and help brands remain relevant amongst an ever-changing cultural landscape.
This month I’m obsessed with… a Chipotle burrito Halloween costume.
Before you immediately tune out of this inherently American story, let me convince you why it matters to all of us down under.
American fast food chain Chipotle has recently collaborated with costume retailer ‘Spirit Halloween’ to release a series of hilariously tight costumes replicating a burrito and napkin, amongst other Chipotle-related items. These items launched off the back of a fictional post by the brand in 2022 that endowed a black morph-suit as a Chipotle fork, which has since morphed into a tradition of concepting fictional Halloween costumes – until now.
This is not the first time a brand has become a trending Halloween outfit. From Barbie, to Lego, there have been historical instances of brands taking the leading role for the costume-clad cultural event. However, Chipotle has cemented a trend which was previously up for debate.
The shift from superheroes and made-up characters to actual branded products demonstrates a core shift in American culture – products have become the protagonists.
This sentiment was coined by podcast ‘The Best One Yet’, who have suggested that brands are now receiving the attention and virality which was once bestowed upon superheroes. From Nike sneakers to Stanley Tumblers, gone are the days of corporate being uncool. Products are no longer just a prop, they’re the main event.
So the question remains – is this true for Aussie consumers?
While the recent Bunnings rave and Aldi merchandise range would suggest yes, it’s not to the same scale as in the US. Mascots and brand merchandising is yet to ‘take off’ in this market to the same capacity as our American friends. While yes there are the HBF quokkas or the Paddle Pop lion, Aussie mascots don’t have the same level of cultural clout as the Kool-Aid guy or recent Cannes-winning ‘edible’ Pop-Tart mascot.
In Australia, brand collaborations reign supreme. From Messina x Schweppes to Peter Alexander x Strawberry Shortcake, products are yet to achieve the personable traits of the protagonists we see in the US.
However, as the cost of living continues to worsen and shoppers spend more time deliberating purchases they once didn’t think twice about, there is potential for the tide to change. According to Urban Lists 2024 research ‘Money Cents 4.0’, 59% surveyed are feeling guilty after spending on non-necessities. The rise of emotionally charged purchase decisions will subliminally prioritise the perceived psychological importance that audiences place on products, which paves the road for products to move from partnership to protagonist Australia.
For brands who want to consider this trend for their future marketing plans, here are three top tips collated based off the US trend:
1. Lean into meme culture – stimulating organic conversations will create deeper customer connections to your brand. Surrounding meme-led conversations gives your brand a better shot at repeat virality, injecting it further into the cultural zeitgeist.
2. Craft a compelling owned strategy – use all facets of the brand as a reason to excite customers and to brand story tell, further shaping your brand image.
3. Consider character – while not relevant for all brands, considering iconography that can endow your brand with a clear personality or TOV could offer an easy way into ‘cult like’ status.
While we may not see any morph-suit clad burritos walking around the Australia this year, it will be interesting to watch how this trend morphs across the US and potentially onto our shores in the future. Maybe we’ll see a stream of quokkas and ice creams walking our streets during Halloween 2024.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
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