Culinary brands release limited edition pool floats for summer
Trend - In recent years brands within the food space have prioritized novelty by expanding beyond their classic products with branded pool floats. These products highlight how companies are merging into non-traditional spaces--increasing the online shareability of their brand and strengthening loyalty among Millennial and Gen Z consumers as a result.
Insight - In an era where content is prioritized, Millennial and Gen Z consumers are turning to brands to provide eye-catching, social media-worthy accessories that create a dynamic backdrop for their photos. These products cater to the attention economy and provide a novel way for younger consumers to show their loyalty to brands through their social platforms.
Insight - In an era where content is prioritized, Millennial and Gen Z consumers are turning to brands to provide eye-catching, social media-worthy accessories that create a dynamic backdrop for their photos. These products cater to the attention economy and provide a novel way for younger consumers to show their loyalty to brands through their social platforms.
Workshop Question - Consider how your brand could leverage novelty to connect with younger consumers.
Trend Themes
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Novelty Pool Floats — Brands are expanding beyond their classic products with branded pool floats to increase the online shareability of their brand and strengthen loyalty among Millennial and Gen Z consumers
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Content as Priority — Younger consumers are turning to brands to provide eye-catching, social media-worthy accessories that create a dynamic backdrop for their photos.
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Unorthodox Product Offerings — QSR brands continue to offer unorthodox, non-food related products to uphold their off-beat personality and sustain customer engagement.
Industry Implications
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Food Industry — Food brands are prioritizing novelty by expanding beyond their traditional products with quirky merchandising, eye-catching and Instagram-friendly accessories to catch customer attention.
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Retail Industry — Retail brands can tap into the trend of creating branded merchandise, capitalize on novelty pool floats and other unconventional merchandising to expand their offerings beyond their usual product lines.
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Marketing Industry — Marketers can take advantage of unorthodox product offerings and capitalise on hashtags and viral social media content to grow the online shareability of a brand.
