2024 was a feast—no, seriously. Brands turned up the heat with two trends that we devoured, metaphorically and sometimes, well... literally. In a sea of campaigns, it takes a lot to stand out, but this year, two movements delivered bold, playful, and downright genius strategies. Here's what had us (and everyone else) hooked:
Oversize-ification
Bigger was Better
This year, brands embraced the mantra: go big or go home. From fashion to food to beauty, the oversized trend proved that sometimes, size really does matter. The impact? Jaw-dropping IRL moments and a social media frenzy.
IKEA
The blue bag that launched a thousand moves became the main character. In true IKEA style, they dropped a 19-foot version in New York City, coupled with an AR experience for discounts. A perfect blend of utility and sheer spectacle.
Jacquemus
Jacquemus had everyone talking (and posting) with its oversized guerrilla marketing activations. Think giant handbags on Paris buses, larger-than-life props in fields, and playful exaggeration that delivered an iconic je ne sais quoi.
Marks & Spencer
Percy Pig took his role as Britain’s unofficial mascot to new heights—literally. A giant Percy outside M&S stores turned heads and won hearts, reminding us why we love a nostalgic marketing moment. Organic UGC? Tick. Social media buzz? Double tick.
Rhode Skin
Rhode entered the oversized chat with mega-sized versions of their pocket blushes—products that are famously advertised to "fit in your pocket." The irony, the creativity, the execution? Chef’s kisses every time.
Aritzia
And let’s not forget Aritzia, who combined oversized and experiential marketing with a giant tote bag in NYC. On the other side, a mirror where visitors could take the perfect branded pic. Bonus points for the seasonal artwork by oil painter Kathy Ager—cool layered on cool.
Pretty Enough to Eat
The Beauty-Food Fusion
If 2024 taught us one thing, it’s that the line between beauty and food is practically invisible. This year, the beauty world leaned heavily into sensory marketing, blending visuals, flavours, and experiences to create products you almost wanted to bite into.
Milk Makeup
Remember when Milk launched their Cooling Water Jelly Tint? With the tagline “colour so juicy, it’s almost good enough to eat,” TikTok took it literally. Creators like Hannah Cho bit into the product (yes, bit), catapulting it to virality. Twice sold out. Over 45,000 on the waitlist. Safe to say, Milk understood the assignment.
Rhode Skin
Rhode Skin knows how to drive buzz. Their peptide lip treatments embraced a wide array of tasty flavours: glazed doughnuts, cinnamon buns, toffee, ice cream, and even toast. Rhode fully capitalised, or even dominated the food trend. Sugary visuals, playful concepts, and a 715% spike in engagement solidified their dominance, turning beauty into a sensory feast. Hailey Bieber remains at the forefront of this marketing movement.
Lanolips
Lanolips is another brand that capitalised on the beauty-food trend, infusing its bestselling balm with irresistible flavours. The result? A range of delectable options like dulce de leche gelato, banana cream pie, berry sorbet, and more, turning their hero product into a sensory treat. Proof that when beauty meets indulgence, it’s a recipe for profit.
But food-inspired beauty isn’t new—it’s just better now. From Lip Smackers’ fruity glosses to today’s strawberry girl makeup, brands are reimagining nostalgic, sensory experiences for the TikTok generation. #FoodBeauty has 112 billion views and counting, with Gen Z eating it up (pun intended).
The lesson? If you want a bite of the market, make it delicious.
What’s driving the obsession with oversized and food trends?
It all comes down to connection. Oversized campaigns create shareable moments that feel impossible to scroll past. Food-inspired products tap into sensory nostalgia, blending visual appeal with touch, taste, and smell—sparking a visceral response.
When done right, these trends don’t just sell products; they create experiences. Whether it’s standing next to a 19-foot IKEA bag or craving a Krispy Kreme x Rhode drop, the result is the same: we’re invested, engaged, and reaching for our wallets.
2024 marketing? Big. Bold. Tasty.
And we’re here for every bite.
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