TREND JACKING: BRANDS THAT THINK FAST, WIN BIG

In the marketing game, it’s key to stay ahead of the curve if you want to stand out in the crowd. Trend jacking, the art of capitalizing on trending topics or cultural moments, has become a crucial strategy for brands looking to capture the attention of their audience and drive engagement. When done right, trend jacking can catapult a brand into the spotlight, generating buzz, enhancing brand awareness and even garnering more traditional media attention. 

One notable example comes from Heinz, when the internet went wild over Taylor Swift being pictured eating chicken tenders with "Ketchup and Seemingly Ranch" at a Chief's football game, Heinz seized the opportunity and introduced their own limited-edition "Ketchup and Seemingly Ranch" sauce. This clever move not only capitalized on the viral pop culture moment but also showcased Heinz's ability to innovate and surprise its audience. 

Away Luggage is another brand that cleverly capitalized on a trending concept. They took inspiration from the popular and spicy Calvin Klein ads featuring actor Jeremy Allen White in his skivvies and recreated them, but with an Away suitcase sporting the tighty whities.  The move required quick thinking and an overnighted pair of XXL boxers in order to take it from concept to execution in under 24 hours. This unexpected and humorous approach grabbed attention, solidifying Away's brand identity as playful, daring, and unafraid to challenge norms.  

While trend jacking can be like rocket fuel for your brand, you have to play it smart: 

First rule of the game? Staying true to your brand voice is paramount.  Mix in some humor, sprinkle on a dash of wit, but never lose sight of who you are. Authenticity is your secret sauce.  

Next up, speed is your best friend.  Move quickly - When lightning strikes, don't just stand there – dance in the rain!  As we know, trends and news move fast, and you don’t want to be caught on the back half of the trend or after the moment.  

Select your battleground wisely! Choose your channels. TikTok, Instagram, Facebook or X– you name it. Each platform's got its own flavor, so pick the playground that suits your style. Various trends resonate differently across different channels. Just as crafting a strategy to connect with your audience is crucial, the choice of platforms matters significantly.   

Trend jacking has become an essential tool in the marketer's arsenal, allowing brands to stay relevant and engage with their audience in meaningful ways. By keeping a finger on the pulse of popular culture and embracing creativity, brands can think fast and win big in today's dynamic marketplace. 

Keep your eyes peeled for the next big thing, and remember: when in doubt, just add a hint of humor and a whole lot of personality to your playbook.