Are Oversized Advertising Props the latest trend in marketing?

(not my image)

Lately, some of our favourite brands have taken marketing to a whole new scale...literally. From Rhode Beauty and Marc Jacobs to Jacquemus, Maybelline, and even Mattel’s Barbie, oversized marketing has become one of the biggest (yes, pun intended) trends in advertising.

In today’s highly competitive landscape, where consumers are constantly bombarded with digital ads and content, brands are always on the lookout for innovative ways to grab attention. Recently, the trend of using giant, visually striking props has exploded, proving that bigger really is better when it comes to making a lasting impression.

What is Oversized Marketing?

Oversized marketing is exactly what it sounds like, brands using massive, in-your-face props and installations to create impact and drive engagement. Whether it’s a giant Rhode lip treatment taking over a storefront, a huge Marc Jacobs tote bag displayed in a city square, or an oversized Maybelline mascara wand riding through the streets on a bus, these larger-than-life activations are designed to stop people in their tracks.

Why Are Brands Going Big?

1. Instant Virality

   In the age of social media, shareability is everything. When people see something unusual, like a massive Jacquemus handbag casually placed on a Parisian walkway—they’re quick to snap a photo and post it online. Oversized marketing naturally encourages user-generated content, leading to organic reach and viral moments.

2. Unforgettable Brand Presence

   Traditional billboards and online ads are easy to scroll past, but a three-story Barbie doll box in the middle of Times Square? Impossible to miss and ignore. These campaigns create memorable, immersive experiences that stick with consumers long after they’ve seen them.

3. Disruptive Storytelling

   Oversized props challenge norms and spark curiosity. A giant mascara wand moving through a city turns a simple product into a larger-than-life experience, you can really live out your childhood dream (maybe). These campaigns tap into the power of surprise and delight, making them highly effective in grabbing attention.

The Future of Oversized Marketing

With the success of these larger-than-life campaigns, it’s safe to say that oversized marketing isn’t just a passing trend, it’s a new way for brands to break through marketing noise. As more companies look for bold, unconventional ways to engage audiences, we can expect to see even more giant props, immersive installations, and over-the-top activationsin the near future.

So, the next time you see a giant beauty product, handbag, or sneaker popping up in your city, just know, it’s not just big, it’s brilliant marketing.

What brands do you want to see hop on the hype? Comment down below!