{"id":499,"date":"2024-02-16T05:26:29","date_gmt":"2024-02-16T05:26:29","guid":{"rendered":"https:\/\/bellmarketingsolutions.com\/index.php\/2024\/02\/16\/a-fishful-of-dollars-what-marketers-can-learn-from-the-gen-z-caviar-bump-2\/"},"modified":"2024-02-16T05:26:29","modified_gmt":"2024-02-16T05:26:29","slug":"a-fishful-of-dollars-what-marketers-can-learn-from-the-gen-z-caviar-bump-2","status":"publish","type":"post","link":"https:\/\/bellmarketingsolutions.com\/index.php\/2024\/02\/16\/a-fishful-of-dollars-what-marketers-can-learn-from-the-gen-z-caviar-bump-2\/","title":{"rendered":"A Fishful of Dollars: What Marketers Can Learn from the Gen Z Caviar Bump"},"content":{"rendered":"<div class=\"hs-featured-image-wrapper\">\n <a href=\"https:\/\/blog.hubspot.com\/marketing\/the-gen-z-caviar-bump\" title=\"\" class=\"hs-featured-image-link\"> <img decoding=\"async\" src=\"https:\/\/blog.hubspot.com\/hubfs\/gen-z-caviar-bump.jpg\" alt=\"Fish, caviar, and stacks of money representing the caviar bump trend\" class=\"hs-featured-image\" style=\"width:auto !important; max-width:50%; float:left; margin:0 15px 15px 0;\"> <\/a>\n<\/div>\n<p>If you\u2019re a marketer, you cannot ignore meme culture.<\/p>\n<p>If you\u2019re a marketer, you cannot ignore meme culture.<\/p>\n<p>No, I\u2019m not talking about making tone-deaf corporate memes that shout \u201cHow do you do, fellow kids?\u201d<\/p>\n<p>I\u2019m talking about real, organic viral trends. They might seem silly on the surface but\u2013 when timed right\u2013 jumping on the right meme can mean marketing magic.<\/p>\n<p><a class=\"cta_button\" href=\"https:\/\/www.hubspot.com\/cs\/ci\/?pg=d2f92c84-6218-471c-b780-076eb4305d05&amp;pid=53&amp;ecid=&amp;hseid=&amp;hsic=\"><img decoding=\"async\" class=\"hs-cta-img \" style=\"height: auto !important; width: auto !important; max-width: 100% !important;border-width: 0px; \/*hs-extra-styles*\/; margin: 0 auto; display: block; margin-top: 20px; margin-bottom: 20px\" alt=\"Want more marketing news? Subscribe to our free newsletter.\" height=\"58\" width=\"558\" src=\"https:\/\/no-cache.hubspot.com\/cta\/default\/53\/d2f92c84-6218-471c-b780-076eb4305d05.png\" align=\"middle\"><\/a><\/p>\n<p>Case in point: The Gen Z caviar bump. A TikTok trend that\u2019s helping brands tap a <a href=\"http:\/\/ultimateaimachine.com\">fraiche,<\/a> million global market.<\/p>\n<h2>A caviar what now?<\/h2>\n<p>If you\u2019re not familiar with the caviar bump, you\u2019ll be thankful to know it has nothing to do with snorting fish roe.<\/p>\n<p>A caviar bump refers to the growing trend of licking a dollop of fish eggs off the back of your hand.<\/p>\n<p>But while it may be trendy, it\u2019s actually not new. Culinary experts say that this is the preferred method of caviar connoisseurs, because it allows you to taste only the eggs (and, of course, the back of your hand).<\/p>\n<p>When you serve caviar on top of other ingredients\u2013 like toast, creme fraiche, or salmon tartare\u2013 you risk masking the flavor you\u2019re paying so much to taste.<\/p>\n<p>What <em>is <\/em>new, however, is the traffic that it\u2019s bringing. At the time of posting, hashtags related to caviar bumps were pulling millions of views on Instagram.<\/p>\n<p>The term #Caviar alone is responsible for 1.7 million posts. Not just <a href=\"http:\/\/ultimateaimachine.com\"><div<\/a> Posts.<\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" src=\"https:\/\/blog.hubspot.com\/hs-fs\/hubfs\/caviar-bump-hashtag.png?width=566&amp;height=395&amp;name=caviar-bump-hashtag.png\" width=\"566\" height=\"395\" alt=\"Screenshot of Instagram showing 1.7 million posts for the hashtag caviar\" style=\"height: auto; max-width: 100%; width: 566px; margin-left: auto; margin-right: auto; display: block;\"><\/p>\n<p>So what\u2019s a marketer supposed to do with that information?<\/p>\n<h2>Show me the money.<\/h2>\n<p>In 2023, global <a href=\"https:\/\/www.factmr.com\/report\/caviar-market\">caviar sales were estimated at around <a href=\"http:\/\/ultimateaimachine.com\">fraiche,<\/a> million<\/a>, according to the market research firm Fact.MR.<\/p>\n<p>They project that to grow to $975 million by 2033.<\/p>\n<p>And while TikTok and Gen Z can\u2019t account for all of that, another market research study shows that <a href=\"https:\/\/www.linkedin.com\/pulse\/sturgeon-caviar-market-growth-research-report-2023-2030-6iyof\">caviar sales have grown 76%<\/a> since only 2020.<\/p>\n<p>That timing is hard to ignore.<\/p>\n<p>And it&#8217;s definitely not being ignored by restaurants, luxury brands, and even\u2026 Pringles?<\/p>\n<p>Wait, what?<\/p>\n<p>My favorite example of a well-timed mix of marketing and meme comes from the popular snack food brand.<\/p>\n<p>In July of 2023, an episode of Real Housewives of New York introduced the world to the pairing of Pringles and caviar. Clips from that episode went on to garner over 10 billion views on TikTok.<\/p>\n<p>That\u2019s Billion with a \u2018B.\u2019<\/p>\n<p>Later in 2023, Pringles joined forces with The Caviar Co. to launch the \u201cCrisps and Caviar Flight.\u201d<\/p>\n<p>The $140 tasting kit allows you to finally fulfill your dream of pairing fish roe and dehydrated potato discs.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/blog.hubspot.com\/hs-fs\/hubfs\/caviar-bump-tasting-kit.jpg?width=650&amp;height=645&amp;name=caviar-bump-tasting-kit.jpg\" width=\"650\" height=\"645\" alt=\"Pringles and the Caviar Co. tasting kit\" style=\"height: auto; max-width: 100%; width: 650px; margin-left: auto; margin-right: auto; display: block;\"><\/p>\n<p style=\"text-align: center; font-size: 12px;\"><a href=\"https:\/\/thecaviarco.com\/products\/pringles-x-the-caviar-co-crisps-and-caviar-flight\" style=\"font-style: italic;\">Image Source<\/a><\/p>\n<p>The result? Marketing Drive reports that the <a href=\"https:\/\/www.marketingdive.com\/news\/pringles-caviar-collaboration-rhony-viral-campaign\/702909\/\">Pringles TikTok spiked to over 21.8 million views<\/a> immediately after the launch.<\/p>\n<p>And even now, four months later, Google Trends is still showing \u201cpringles and caviar\u201d enjoying 950% growth in search volume.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/blog.hubspot.com\/hs-fs\/hubfs\/caviar-bump-pringles-keyword.png?width=556&amp;height=138&amp;name=caviar-bump-pringles-keyword.png\" width=\"556\" height=\"138\" alt=\"Google Trends screenshot showing the keyword &quot;pringles and caviar&quot; growing 950%\" style=\"height: auto; max-width: 100%; width: 556px; margin-left: auto; margin-right: auto; display: block;\"><\/p>\n<h2>What\u2019s the lesson?<\/h2>\n<p>If you\u2019re not in a caviar-adjacent market, what can you learn from this?<\/p>\n<p><strong>1. Don\u2019t ignore social media. <\/strong><br \/>\n <\/p>\n<p>45% of Millennials and 39% of Gen Z <em>preferred<\/em> to learn about products through social media, <a href=\"https:\/\/blog.hubspot.com\/marketing\/how-consumers-learn-about-products\">according to HubSpot research<\/a>.<\/p>\n<p><strong>2. Don\u2019t ignore Gen Z. <\/strong><br \/>\n <\/p>\n<p>64% of Gen Z consumers discovered new products on social media in 2023.<\/p>\n<p>22% bought a product <a href=\"https:\/\/blog.hubspot.com\/marketing\/do-consumers-shop-directly-on-social-media-platforms\">directly from a social media app<\/a>.<\/p>\n<p><strong>3. Mind the memes. <\/strong><br \/>\n <\/p>\n<p>Trying to predict what will go viral can be as slippery as an eel, but you should keep your eyes on what\u2019s already trending. You never know when you\u2019ll find your Pringles moment.<\/p>\n<p><a class=\"cta_button\" href=\"https:\/\/www.hubspot.com\/cs\/ci\/?pg=21ecd91a-e772-4550-ac36-8617d800295f&amp;pid=53&amp;ecid=&amp;hseid=&amp;hsic=\"><img loading=\"lazy\" decoding=\"async\" class=\"hs-cta-img \" style=\"height: auto !important; width: auto !important; max-width: 100% !important;border-width: 0px; \/*hs-extra-styles*\/; margin: 0 auto; display: block; margin-top: 20px; margin-bottom: 20px\" alt=\"New call-to-action\" height=\"613\" width=\"1920\" src=\"https:\/\/no-cache.hubspot.com\/cta\/default\/53\/21ecd91a-e772-4550-ac36-8617d800295f.png\" align=\"middle\"><\/a><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/track.hubspot.com\/__ptq.gif?a=53&amp;k=14&amp;r=https%3A%2F%2Fblog.hubspot.com%2Fmarketing%2Fthe-gen-z-caviar-bump&amp;bu=https%253A%252F%252Fblog.hubspot.com%252Fmarketing&amp;bvt=rss\" alt=\"\" width=\"1\" height=\"1\" style=\"min-height:1px!important;width:1px!important;border-width:0!important;margin-top:0!important;margin-bottom:0!important;margin-right:0!important;margin-left:0!important;padding-top:0!important;padding-bottom:0!important;padding-right:0!important;padding-left:0!important; \"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>If you\u2019re a marketer, you cannot ignore meme culture. If you\u2019re a marketer, you cannot ignore meme culture. No, I\u2019m not talking about making tone-deaf corporate memes that shout \u201cHow do you do, fellow kids?\u201d I\u2019m talking about real, organic viral trends. They might seem silly on the surface but\u2013 when timed right\u2013 jumping on [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":498,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-499","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>A Fishful of Dollars: What Marketers Can Learn from the Gen Z Caviar Bump - Bell Marketing Solutions<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/bellmarketingsolutions.com\/index.php\/2024\/02\/16\/a-fishful-of-dollars-what-marketers-can-learn-from-the-gen-z-caviar-bump-2\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"A Fishful of Dollars: What Marketers Can Learn from the Gen Z Caviar Bump - Bell Marketing Solutions\" \/>\n<meta property=\"og:description\" content=\"If you\u2019re a marketer, you cannot ignore meme culture. 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