{"id":25086,"date":"2025-04-23T12:44:31","date_gmt":"2025-04-23T15:44:31","guid":{"rendered":"https:\/\/cba-design.com\/latam\/?p=25086"},"modified":"2025-04-23T12:44:31","modified_gmt":"2025-04-23T15:44:31","slug":"insights-play-as-strategy","status":"publish","type":"post","link":"https:\/\/cba-design.com\/latam\/en\/insights-play-as-strategy\/","title":{"rendered":"Play as strategy"},"content":{"rendered":"\t\t
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Remember<\/span> the<\/span> last<\/span> time a brand <\/span>made<\/span> you<\/span> laugh<\/span> out loud<\/span>? <\/span>Per<\/span><\/span>haps<\/span> it<\/span> was<\/span> a <\/span>pickle-flavored<\/span> soda <\/span>or<\/span> luxury<\/span> crocs<\/span> adorned<\/span> with<\/span> rhinestones<\/span>. In <\/span>today’s<\/span> attention<\/span> economy<\/span>, <\/span>the<\/span> unexpected<\/span> has<\/span> become<\/span> a <\/span>strategic<\/span> tool, <\/span>and<\/span> fun<\/span> has<\/span> emerged<\/span> as a <\/span>competitive<\/span> differentiator<\/span>. <\/span>But<\/span> is<\/span> this<\/span> merely<\/span> a <\/span>fleeting<\/span> trend, <\/span>or<\/span> does a <\/span>playful<\/span> and<\/span> relaxed<\/span> approach <\/span>tap<\/span> into<\/span> something<\/span> deeper<\/span>?<\/span><\/span>\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Quick rewards, constant anxiety <\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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We’re living in an era marked by excess\u2014of stimuli, sharing, notifications, and decisions. The constant barrage of newness fuels what’s known as the Dopamine Culture<\/a>, 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.<\/span><\/p>

A “playful extravaganza” directly connects to this context: it’s not about instant gratification but about surprising with lightness. The concept of delight\u2014unexpectedly enchanting\u2014emerges as a response. Even brands committed to serious causes like environmental care and inclusivity are now challenged to communicate more authentically, accessibly, and humorously.<\/span>\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Download Pulse 2025<\/a>, our annual design insights report to help brands and organizations guide their initiatives.\u00a0<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Absurd? Unexpected? Surprise me! <\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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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\u2014multicultural, fluid, and curious\u2014naturally 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.<\/span>\u00a0<\/span><\/p>

According to a Mondel\u0113z study, 80% of Gen Z<\/a> are willing to try unusual flavor combinations. This may explain why fast-food chains like McDonald’s and Taco Bell<\/a> 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.<\/span>\u00a0<\/span><\/p>

Beyond the food sector, the playful spirit manifests elsewhere. Portuguese brand Renova transformed a mundane item\u2014toilet paper<\/a>\u2014into a design object with colorful, patterned, and even black versions. American company Progresso introduced Soup Drops<\/a>, a “soup candy” concept so unusual it quickly sold out. Similarly, Barnana<\/a> combines purpose and fun by repurposing imperfect bananas into snacks with a vibrant and relaxed visual identity.<\/span><\/p>

In Brazil, the OMO Vibes<\/a> project\u2014developed by CBA B+G\u2014demonstrates 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.<\/span>\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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But beware: fun shouldn't feel empty <\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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A playful approach must be strategically implemented by brands. When executed well, it can generate enchantment and differentiation\u2014but if miscalibrated, it risks seeming forced or misaligned. Consider these guiding questions:\ue206<\/span>\u00a0<\/span><\/p>