Remember the last time a brand made you laugh out loud? Perhaps it was a pickle-flavored soda or luxury crocs adorned with rhinestones. In today’s attention economy, the unexpected has become a strategic tool, and fun has emerged as a competitive differentiator. But is this merely a fleeting trend, or does a playful and relaxed approach tap into something deeper?
Quick rewards, constant anxiety
We’re living in an era marked by excess—of stimuli, sharing, notifications, and decisions. The constant barrage of newness fuels what’s known as the Dopamine Culture, a cycle of quick, fleeting rewards that breeds anxiety and an incessant quest for stimuli to keep us engaged. Conversely, there’s a growing appreciation for moments of relief, pause, and positive surprise.
A “playful extravaganza” directly connects to this context: it’s not about instant gratification but about surprising with lightness. The concept of delight—unexpectedly enchanting—emerges as a response. Even brands committed to serious causes like environmental care and inclusivity are now challenged to communicate more authentically, accessibly, and humorously.
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Absurd? Unexpected? Surprise me!
This movement isn’t confined to design; it reflects a broader cultural shift shaped by digital entertainment dynamics and the constant expectation of novelty. Generation Z—multicultural, fluid, and curious—naturally navigates between aesthetics, flavors, and categories. Open to the world, they seek the new with enthusiasm but have less patience for overly serious messages or predictable formats.
According to a Mondelēz study, 80% of Gen Z are willing to try unusual flavor combinations. This may explain why fast-food chains like McDonald’s and Taco Bell are experimenting with bold beverages featuring unexpected colors, flavors, and textures. McDonald’s even launched CosMc’s, a store dedicated exclusively to innovative drinks and unconventional sensory experiences.
Beyond the food sector, the playful spirit manifests elsewhere. Portuguese brand Renova transformed a mundane item—toilet paper—into a design object with colorful, patterned, and even black versions. American company Progresso introduced Soup Drops, a “soup candy” concept so unusual it quickly sold out. Similarly, Barnana combines purpose and fun by repurposing imperfect bananas into snacks with a vibrant and relaxed visual identity.
In Brazil, the OMO Vibes project—developed by CBA B+G—demonstrates how even functional categories can benefit from the aesthetics of surprise and relaxation. The brand invested in colorful packaging and a direct connection with music and daily activities, injecting lightness into household routines.
But beware: fun shouldn't feel empty
A playful approach must be strategically implemented by brands. When executed well, it can generate enchantment and differentiation—but if miscalibrated, it risks seeming forced or misaligned. Consider these guiding questions:
- Brand Personality: Is your brand already perceived as approachable, friendly, or inherently innovative? Playfulness should complement your brand’s core values, not contradict them.
- Target Audience: Does your audience appreciate humor and unconventional approaches? Ensure that your playful initiatives resonate with them and avoid alienation.
- Competitive Landscape: Are your competitors already embracing playfulness? If so, how can you differentiate yourself within this territory?
- Consistency: Is your relaxed tone reflected across all touchpoints—from customer service to design, campaigns to social media voice? Consistency strengthens the experience.
The challenge for brands is clear: how to embrace fun without falling into the trap of superficiality? How to engage with different facets of the same audience—who, at times, seek purpose and depth, and at others, lightness and escapism?
The answer may lie in moving beyond binary thinking and designing portfolios and experiences that accompany this natural alternation of moods. Between mindfulness and rave, there’s a vast territory to explore. And it’s in this vibrant and unpredictable space that playfulness proves more necessary than ever.
This article is the first in a series inspired by one of the nine insights present in our Pulse 2025 report, available for download.
