Category
Lifestyle
Assisted Choices
Trend cluster
Category
Branded
Beachside
Oceanside activations create immersive branding experiences.
4.2
Trend score
Trend
What is the Branded Beachside trend?
Branded Beachside: Leveraging the tradition of spring break parties on the beach, brands are creating vacation-inspired events around this premise in order to create the ideal backdrops for Millennials to realize their dreams. Oceanside settings create a fully immersive ambiance, giving brand activations a boost in catering to the care-free and adventurous demographic. The success of beach party activations demonstrates the power of appealing to the aspirational side of the Millennial segment.
Trend themes
Themes within the Branded Beachside trend
Three behaviours holding the trend together01
Branded Beachside Activation
Creating immersive experiences at oceanside settings around the premise of spring break parties is a new trend in branding that has allowed brands to appeal to the carefree and adventurous demographics.
02
Experiential Beach Events
Creating interactive experiences by setting up various activities and events, such as tai chi and workshops, is a new trend that's gaining momentum at international festivals that give attendees a chance to connect with products or services, such as Facebook Beach did at the International Festival of Creativity in Cannes.
03
Pop-Up Beach Bars
Concepts like Beach House, which is a free-to-enter pop-up beach bar that teams up with sports and fashion brands like Speedo and Havaianas for events, are changing the way people visit beaches and engage with their surroundings.
Industry implications
What the Branded Beachside trend means for industry
Where the trend changes the playbookFor
Hospitality
With various pop-up beach bars, boutique hotels, and even pop-up aquarium nightclubs, the hospitality industry can leverage these immersive experiences as a way to connect with consumers and offer new entertainment and activities.
For
Food and Beverage
Beachside activations and pop-up beach bars that have been set up around the world provide the opportunity for the food-and-beverage industry to tap into the beach scene and expose consumers to new food and beverage pairings.
For
Entertainment
Pop-up beachside bars and experiential beach events that include DJs, live entertainment, and even movies screenings are changing the entertainment experience and offering the opportunity for companies to create memorable experiences for attendees.
Workshop question
How does your consumer wish they could spend the majority of their time and how can you reconcile that with their current lifestyles?
Trend signals
Trend signals for Branded Beachside
Trend score 4.2 out of 10, from popularity 50%, activity 67%, freshness 8%.
Popularity50%
Activity67%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Evidence
Examples of the Branded Beachside trend
7 featured examples from Jan 23, 2016 to Jul 22, 2017CategoryWorld
Beachside Bar Activations
'Bomboras' is a Temporary Beachside Bar in Torquay, Australia
The success of the beachside bar trend presents opportunities for the hospitality industry to capitalize on pop-up bars as a way to attract new customers and generate buzz.
CategoryMarketing
Experiential Beach Events
The Interactive 'Facebook Beach' Was Set Up at Cannes
Utilizing innovative experiential marketing tactics to enhance brand experiences for event attendees.
CategoryWorld
Pop-Up Beach Bars
Watsons Bay Boutique Hotel Created a Luxurious Space to Watch Surfing
Hotels and resorts can create pop-up experiences to attract guests and differentiate themselves.
CategoryUnique
Floating Aquatic Movie Screenings
JAWS On The Water Has Guests on Inner Tubes While Watching
Opportunity for cinemas and movie distributors to offer unique screening experiences that go beyond traditional theater settings.
CategoryLifestyle
Surf Bar Pop-Ups
The Aperol Beach Club Serves Up Drinks and Gourmet Eats at Bondi Beach
The pop-up bar trend presents an opportunity for the hospitality and tourism industry to offer unique experiences and attract more customers.
CategoryLifestyle
Patriotic Beach Parties
Canadian Olympians are Celebrating Canada Day with a Beach Party
The event planning industry can leverage the trend of beach party celebrations to offer innovative and unique event concepts to clients.
CategoryLifestyle
Pop-Up Aquarium Nightclubs
Ripley's Beach Bash was Hosted at the Toronto Aquarium
The event planning industry can take advantage of the trend of hosting unique, immersive experiences in aquariums to offer clients a range of unforgettable events.
