# Branded Float Culinary brands release limited edition pool floats for summer. By [Hayley McGlone](https://www.trendhunter.com/hayley_mcglone), Manager, Client Research & Strategy | Published May 28, 2019 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/branded-float ## Key Figures - Trend score: 5.6/10 - Evidence articles: 4 ## What is the Branded Float trend? **Branded Float:** 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. ## The consumer insight behind the Branded Float trend 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. ## At a Glance - Evidence: 4 featured examples - Articles from: May 24, 2018 to May 22, 2019 - Published: May 28, 2019 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence) - Megatrends: [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Experience](https://www.trendhunter.com/megatrend/experience), [Youthfulness](https://www.trendhunter.com/megatrend/youthfulness) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Branded Float trend ### 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 ### 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. ### Unorthodox Product Offerings QSR brands continue to offer unorthodox, non-food related products to uphold their off-beat personality and sustain customer engagement. ## What the Branded Float trend means for industry ### For 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. ### For 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. ### For 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. ## Workshop question Consider how your brand could leverage novelty to connect with younger consumers. ## Trend signals for Branded Float Trend score 5.6 out of 10, from popularity 79%, activity 82%, freshness 8%. - Popularity: 79% - Activity: 82% - Freshness: 8% ## Examples of the Branded Float trend 4 featured examples from May 24, 2018 to May 22, 2019. - [Limited-Edition QSR Pool Floaties](https://www.trendhunter.com/trends/kfc-colonel-sanders-floatie): The KFC Colonel Sanders Floatie Has a Chicken Bucket Holder (Category: Art & Design) Implication: Fast food chains can create limited-edition merchandise to increase brand awareness and customer engagement. - [Condiment-Themed Pool Floats](https://www.trendhunter.com/trends/summer-pool-float): Taco Bell Created a Summer Pool Float Shaped Like a Hot Sauce Packet (Category: Marketing) Implication: Outdoor retailers can expand their summer product offerings by including unique pool floats and beach accessories that are both functional and visually appealing. - [Fried Chicken Pool Floats](https://www.trendhunter.com/trends/southern-fried-chicken-pool-float): Cracker Barrel is Giving Away a Southern Fried Chicken Pool Float (Category: Marketing) Implication: Opportunity for restaurants and food brands to create unique promotional products to engage customers - [Ranch Dressing Pool Floats](https://www.trendhunter.com/trends/hidden-valley-ranch): Hidden Valley Ranch Launched a Summer Collection with Pool Floats (Category: Marketing) Implication: The food and beverage industry can explore the opportunity of creating branded pool floats and novelty merchandise collections to enhance their brand visibility and drive consumer… ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) All articles: [Marketing](https://www.trendhunter.com/marketing)