"The Future Laboratory's I nnovation Debrief 2025-2026 report forecasts the rise of what's known as 'Mischief Marketing'. We tracked global campaigns that surprised consumers by deliberately doing the 'wrong' thing -executed with enough wit to be bold, memorable and effective. Our five case studies from Brazil, Singapore, the UK, US and Canada point to a new age of irreverence emerging in the creative industries."
"This cheeky campaign featured pixelated food ads showing bold flavor pairings such as mango chutney in spaghetti bolognese or fajitas made with roti - challenging culinary norms without offending traditionalists. By borrowing from the visual language of X-rated content, Geeta's injected a dose of irreverence into a category often seen as predictable. Geeta Bit Naughty by Geeta's, UK Meanwhile, in Brazil, Burger King took audacity to new heights."
"Developed with AlmapBBDO, the initiative used Google's Local Guides feature to redirect customers searching for rivals to Burger King deals. "The idea is quite simple: if you're not the most searched brand on Google, aim to be the most purchased one," said Igor Puga, vice president of marketing at Zamp, BK's parent company, in a press release."
Post-Covid advertising shifted from nostalgia and dark humor toward mischievous, audacious tones that invite consumer play and defiance. Brands are deliberately breaking conventional rules, using wit, taboo visuals, and surprise stunts to be bold, memorable, and effective. Campaigns include pixelated food ads pairing unexpected flavors and digital hijacks of competitor listings to redirect purchases. These tactics deploy irreverence, dark humor, and technological opportunism to catch attention at moments of purchase consideration. The approach aims to titillate, provoke laughter, and convert curiosity into sales while balancing provocation so as not to alienate core audiences.
Read at The Drum
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