Shhh…I Use a Brand I Don’t Want You to See

The surprising power of secret consumption in fostering brand connections

Photo by Kristina Flour on Unsplash

Search the phrase “Starbucks secret menu”, and you’ll find numerous webpages dedicated to the topic, including a recent Glamour article with the title “Starbucks Secret Menu: 60 Best Drinks to Order in 2022.”

Brands’ use of secrecy is not limited to menus. The Jeep brand incorporates hidden symbols into the design of its vehicles. Rapha, a producer of cycling clothing, hides stories and phrases in its clothing. Having these fun “Easter eggs” for consumers to discover is one way that brands harness the concept of secrecy to engage consumers.

For some brands, the use of secrecy goes beyond secret products and secret attributes. It extends to brand advertising campaigns (e.g., encouraging consumers to engage in their own private experience) and even to some brands’ positioning (e.g., Secrets Spa and Resorts).

In a world where brand virality and positive word-of-mouth seem to be top of mind for most businesses, is there any benefit for brands to encourage secret consumption? Loyalty Science Lab researcher Veronica L. Thomas and her coauthor, Professor Robert D. Jewell from Kent State University set out to answer this question. Their findings, published in the Journal of Consumer…