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 6.3
Popularity
Activity
Freshness
Megatrends
Patterns
342,005 Total Clicks
May 15 - Jul 16
Warm
Pop CultureFashionMarketingLifestyle
Featured Examples
Urban Water Slide Events - Lipton Ice Tea Recently Created a 100-Meter-Long 'Rise & Slide'
SCORE 7.2
Warm 43,510 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]
Adult Summer Camps - Camp No Counselors Invites Grown-Ups to Enjoy Youthful Freedom with Booze
SCORE 6.5
Warm 8,903 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]
Multi-Sensory App Activations - The Candy Crush Castle is a Scented Bouncy Castle for Adults
SCORE 5
Warm 5,860 Clicks Pub: Mar 7, 16
Multi-Sensory App Activations
The Candy Crush Castle is a Scented Bouncy Castle for Adults
In order to launch of the new Candy Crush Jelly Saga game, King Digital Entertainment recently hosted a multi-sensory activation in the form of the Candy Crush Castle, a giant bouncy castle. Located... [More]
Boozy Ice Cream Tours - This Hotel Group is Serving Up Adult-Only Ice Creams
SCORE 6.3
Warm 1,470 Clicks Pub: Jul 15, 16
Boozy Ice Cream Tours
This Hotel Group is Serving Up Adult-Only Ice Creams
The Warner Leisure hotel group recently launched a campaign to target the over-50 crowd with boozy ice cream flavors. By combining the nostalgia of an ice cream truck with adult-only flavors, the... [More]
Traveling Pop-Up Theaters - The Adult Swim Pop-Up Drive-In Theater is Touring Across the Country
SCORE 4
Average 1,254 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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