# Excuse-Providing Mock Cans Like a Magic 8 Ball, Samuel Adams' 'I CAN't' Can is Ready to Shake By Laura McQuarrie | Published 2023-06-07 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/i-cant-can References: [gurufocus](https://www.gurufocus.com/news/2016387/samuel-adams-introduces-the-i-cant-can-to-help-drinkers-scratch-the-itch-to-ditch) & [samueladams](http://www.samueladams.com/find-a-sam/)  The Samuel Adams '[I CAN't' Can](https://www.trendhunter.com/trends/i-cant) is being touted as the ultimate summer accessory and it was created for people who have obligations that they would rather get out of. In fact, an online survey conducted within the United States by The [Harris Poll](https://www.trendhunter.com/trends/off-brand) on behalf of Sam Adams revealed that "80% of Americans that say they have obligations on their calendar they would be eager to ditch this summer." The 'I CAN't' Can, styled like a fortune-telling [Magic 8 Ball](https://www.trendhunter.com/trends/worlds-smallest), can be shaken to reveal an excuse at the top of the mock can. These limited-edition products were created to help people experience more fun, and take a break from the less-than-desirable occasions in life. ## Trend Insights (Trend Hunter) - Score: 6.6/10 - Popularity: 86% | Activity: 97% | Freshness: 16% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What Makes This Trend Stand Out - **Excuse-providing Products:** Opportunity for companies to create products that offer creative excuses for people to get out of unwanted obligations. - **Fortune-telling Packaging:** Potential for brands to incorporate novelty fortune-telling elements into their product packaging for added fun and engagement. - **Anti-obligation Culture:** Growing trend of consumers seeking ways to escape unenjoyable commitments and obligations, providing opportunities for brands to cater to this desire for freedom. ### Sectors Adopting This - **Alcohol:** Opportunity for alcohol companies to create novel packaging and limited-edition products catering to consumers' desire for fun and escapism. - **Toy and Game:** Trend highlights opportunity for toy and game companies to incorporate fortune-telling elements into their products, creating new and engaging experiences for consumers. - **Event Planning:** Rising trend of anti-obligation culture opens up opportunity for event planning companies to create non-traditional events and experiences that prioritize fun and excitement over obligation. ## Related on Trend Hunter - [Summer Beer Excuse Generators](https://www.trendhunter.com/trends/i-cant.md) - [Self-Explanatory Non-Alc Beer Cans](https://www.trendhunter.com/trends/answers-on-the-can.md) - [Can Clip Gadgets](https://www.trendhunter.com/trends/can-clip.md) - [Haunting Limited-Edition Beer Kits](https://www.trendhunter.com/trends/athome-seance-kit.md) - [Can-Connecting Drinking Accessories](https://www.trendhunter.com/trends/hop-spcr.md) - [Spooky Beer Challenges](https://www.trendhunter.com/trends/empty-beer-glass.md) - [Holiday Party-Ready Canned Cocktails](https://www.trendhunter.com/trends/party-can.md) - [Revamped Canned Cocktail Branding](https://www.trendhunter.com/trends/canteen-spirits-1.md) - [Weekday-Themed Beer Packs](https://www.trendhunter.com/trends/case-of-the-mondays.md)