Consumers are increasingly looking for ways to escape the daily unease caused by political instability, climate change warnings, and economic uncertainty. Millennials and Xennials are increasingly looking for nostalgic and playful escapes from responsibilities. JWT Intelligence SONAR (tm) Research shows that consumers are rebelling and embracing a carefree mentality. 52% of Americans aged between 20 and 29 and 47% aged 30 to 45 believe that people will never become adults.
Bars and brands are now serving drinks that include a little bit of fun. Bompas & Parr’s latest culinary experience in London, The Lost Lagoon, invites guests to channel their inner child. The pop-up was created in partnership with Diageo’s Captain Morgan Rum cocktail bar and Scout cocktail lounge. It takes adventurous cocktails to an entirely new level.
Guests are divided into teams in an abandoned warehouse. The experience begins in an abandoned warehouse, where guests are divided into crews. They learn a rum punch recipe and are blindfolded before being led to the character actor, who hands them a map. After removing their blindfolds, the teams embark on their boat to explore a large underground lagoon in order to collect ingredients from characters that pose challenges and refuse the goods. Tickets, which range from PS25 to PS45 depending on the time of year they set out on their adventure, include up to three cocktail recipes. The Lost Lagoon is a treasure hunt and mixology class that taps into the growing trend of experiencing culture.
Flight Club, a London-based Social Darts Club popular with millennials, recently raised PS5 million to expand its venues in the UK. They already have three locations in London, Manchester, and Chicago. The Monster UK tickets have sold out. This obstacle course claims to be the largest inflatable obstacle in the world. The Monster UK toured the UK in 2014, bringing 300m of inflatable obstacle course, street food, cocktail bars, and DJs.
Consumers today are seeking a bit of whimsy to help relieve the pressures of everyday life. Brands that inject a little playfulness into their product or services are valued because they can put a smile on people’s faces and make them forget that maybe, for just a moment, they are adults.
