McDonald's Japan is offering a Melon Float that comes in a green color so vivid that almost looks like neon.
While a melon-flavored Starbucks beverage would likely not be introduced in North America, melon flavors are extremely popular in Japan. Rather than offering a simple cold melon beverage and leaving it at that, McDonald's Japan is offering it with a dollop of vanilla ice cream at the top – hence the name Melon Float. The beverages have a vivid green hue that gives consumers incentive to post their beverages on social media.
McDonald's Japan's bright, Instagram and Snapchat-friendly beverage will likely appeal to Millennials while simultaneously catering to Japan's love for melon-flavored drinks, teas and foods.
Key Themes Behind This Trend
- Vividly-hued Beverages
- Creating vividly-hued beverages can attract attention on social media, appealing to Millennials and driving customer engagement.
- Flavor Localization
- Localized flavors, such as melon, can cater to specific cultural preferences and create unique offerings in different markets.
- Social Media Marketing
- Using visually appealing drinks to generate user-generated content on social media can increase brand exposure and reach a wider audience.
Where This Applies
- Fast Food
- Fast food chains can explore innovative and visually appealing beverage offerings to attract customers, especially those active on social media platforms.
- Beverage
- The beverage industry can experiment with vibrant and unique flavors to create memorable and shareable products.
- Food and Beverage Retail
- Food and beverage retailers can capitalize on localized flavors and visually striking products to drive customer curiosity and increase sales.
