Fun and play

This sub-trend grows in significance as consumers look for ways to incorporate light relief into their daily lives, embracing experiences and brands that provide accessible moments of fun and facilitate playfulness

How is this sub-trend evolving?

From

Appreciation of brands that incorporate a playful dimension into products, packaging or communications

Dairylea ‘Lunchables’ stack’em snack boxes offers UK kids the novelty of building their own snack.

To

Increased interest in brands and experiences that put playfulness front and centre
.
.

Let’s Café in Taiwan allows customers to print edible pictures of themselves on cakes and cups of coffee!

In-market examples from around the world

What: During the 2015 Superbowl broadcast on 1 February, brands dominated Twitter with playful commentary (see above: Cheerios response as England’s Malcolm Butler won the game for the Patriots) and brand-on-brand jokes.
Why: Social media is enabling brands to show their human side and use humour and wit to forge more personal relationships with consumers.
What: During the 2015 Superbowl broadcast on 1 February, brands dominated Twitter with playful commentary (see above: Cheerios response as England’s Malcolm Butler won the game for the Patriots) and brand-on-brand jokes.
Why: Social media is enabling brands to show their human side and use humour and wit to forge more personal relationships with consumers.
What: During the 2015 Superbowl broadcast on 1 February, brands dominated Twitter with playful commentary (see above: Cheerios response as England’s Malcolm Butler won the game for the Patriots) and brand-on-brand jokes.
Why: Social media is enabling brands to show their human side and use humour and wit to forge more personal relationships with consumers.