Culture Jacking: When should brands jump in?

“Culture jacking” is no recent phenomenon. For as long as we can remember, pop culture bandwagons have been tipping over with food brands, clothing brands (and everything in between) forcing their way into the hottest cultural conversations.

Take “Barbie” for example – Warner Bros’ highest-grossing movie of all time, worth $1.45 billion – which skyrocketed through exceptional marketing and social media virality. From Tik Tok, Instagram and even LinkedIn trends, to in-store promos and menu changes, brands ensured there was no way to escape being “Barbie-fied”. Oreo’s social media posts referenced the Barbie phrase, “She’s everything. He’s just Ken”, Victoria’s Secret featured pink apparel and fragrances and Airbnb partnered with Barbie to promote their Malibu DreamHouse.

“Squid Game” was another hit, with brands incorporating elements of the popular Netflix series into their marketing campaigns. Puma launched clothing inspired by the show’s uniforms, Crocs released clogs with Dalgona candy designs and McDonald’s dished out themed meals.

The question is … “is jumping on the bandwagon really a good idea?”

Before brands buckle up and say “yes”, here are the key things to consider…   

• Relevance: Does the trend have significant relevance or relation to your brand’s personality?
• Audience: Will your audience genuinely engage with the trend?
• Authenticity: Does it align in a way that feels true to your brand, or is it blatantly gimmicky?
• Value: Will it add real value to your brand or your wider industry?
• Potential backlash: Could this move be seen as opportunistic or insensitive? 

When you should jump on the bandwagon…

• Creative opportunity: If you can put your own unique, quirky spin on a trend
• Positive brand reputation: If participating will positively impact your brand image
• Targeting new audiences: If the trend is particularly interesting and aligns with a new demographic you’re trying to engage 

When you shouldn’t jump on the bandwagon…

• It’s a big reach: If you have to force a weak connection to the trend, leave it alone
• Limited understanding: If you don’t fully grasp the cultural context around the trend
• Negative association: When the trend has negative connotations that could potentially damage your brand reputation, simply by being associated with it

So, yes, culture jacking could potentially boost brand awareness and engagement, but only if relevant to brand identity, target audience and core values. Otherwise, it could appear inauthentic and put a real dent in any brand’s reputation.

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