Kidult Summertime

Adults embrace modernized nostalgia when it comes to summer activities

Implications - Thrill-seeking Millennials look for products and experiences that reinvent favored childhood memories of summer holidays. Brands strive to meet the needs of these consumers by striking a balance between fun, youthful experiences and sophisticated, adult preferences. Knowing that Millennials fear commitment and career failures, brands are able to make deeper connections to this generation by creating summer break-focused nostalgia -- a time that even in childhood represented a lack of routine and responsibility.
SCORE: 6.8
This Year and Warm Top 6 Examples: 50,615 Total Clicks Apr 15 - May 16
Popularity
Activity
Freshness
DEMOGRAPHICS
Urban Water Slide Events - Lipton Ice Tea Recently Created a 100-Meter-Long 'Rise & Slide'
SCORE: 7.5
V. Hot 32,620 Clicks Pub: Jul 9, 15
Urban Water Slide Events
Lipton Ice Tea Recently Created a 100-Meter-Long 'Rise & Slide'
A recent activation in London saw a 100-meter Lipton Ice Tea-branded slip and slide that delighted commuters on their way into work. The summer-themed event took place from dawn until dusk and... [More]
Nostalgic Camp Lookbooks - The Cabin Fever Lookbook Features a Playful Summer Vibe
SCORE: 4.7
V. Hot 5,055 Clicks Pub: Apr 2, 15
Nostalgic Camp Lookbooks
The Cabin Fever Lookbook Features a Playful Summer Vibe
Australian-based online store Beginning Boutique has released its latest lookbook, titled ‘Cabin Fever’ and featuring models Suzy and Kristina from Asha Model Management and Viviens... [More]
Luxe E-Commerce Collaborations - The Gucci x Net-a-Porter Capsule Collection is Summer-Ready
SCORE: 8.1
This Year and V. Hot 3,236 Clicks Pub: May 13, 16
Luxe E-Commerce Collaborations
The Gucci x Net-a-Porter Capsule Collection is Summer-Ready
The newly launched Gucci x Net-a-Porter capsule collection celebrates summer and consists of flower-patterned wardrobe staples. The 70s-themed womenswear range consists of flirty clothing staples... [More]
Adult Summer Camps - Camp No Counselors Invites Grown-Ups to Enjoy Youthful Freedom with Booze
SCORE: 6.8
Hot 7,897 Clicks Pub: May 1, 15
Adult Summer Camps
Camp No Counselors Invites Grown-Ups to Enjoy Youthful Freedom with Booze
It’s only natural to feel wistful about bygone good times, and with programs like this adult summer camp in existence, people have the possibility to relive past fun in the present. Camp No... [More]
Wine Fight Festivals - This Annual Rioja Festival Wine Fight in Spain Sloshes 130,000 Liters of Wine
SCORE: 4.8
Mild 742 Clicks Pub: Jul 2, 15
Wine Fight Festivals
This Annual Rioja Festival Wine Fight in Spain Sloshes 130,000 Liters of Wine
This annual wine fight takes place in the intimate foothills of Bilibio mountain in Spain. Each year this massive event brings together about 10,000 people armed with buckets and water guns filled... [More]
Traveling Pop-Up Theaters - The Adult Swim Pop-Up Drive-In Theater is Touring Across the Country
SCORE: 4.4
Mild 1,065 Clicks Pub: Sep 7, 15
Traveling Pop-Up Theaters
The Adult Swim Pop-Up Drive-In Theater is Touring Across the Country
The American cable network Adult Swim is touring across the country with a pop-up drive-in theater to promote new content and never-before-seen episodes. The network is carrying about inflatable... [More]
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