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Remember the last time you scrolled through TikTok and saw a brand collaboration so bizarre it made you laugh out loud? Maybe it was pickle-flavored soda, or a luxury fashion house selling Crocs encrusted with… something. Welcome to the era of the Playful Extravaganza, where brands are ditching the predictable and embracing the absurd to capture our fleeting attention.
In today’s attention economy, brands are battling for relevance. CBA’s Pulse 2025 report reveals a powerful truth: consumers crave brands that inject joy, humor, and a touch of the unexpected into their experiences.
Unconventional creativity: Daring to defy industry norms and think outside the box.
Emotional resonance: Tapping into positive emotions like joy and humor, while also evoking a sense of nostalgia.
Authentic expression: Unveiling your brand’s unique personality and distinctive voice.
Experiential engagement: Crafting memorable and shareable moments that resonate with your audience.
Disruption of the everyday: Offering a refreshing escape from the ordinary and predictable.
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.
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.
But here’s the tension: this desire for playfulness is intertwined with the allure of instant gratification, fueled by the dopamine rush of social media likes and the constant stream of new experiences.
Gen Z, the digital natives who have grown up in this dopamine-driven world, are particularly susceptible to this influence. They are constantly bombarded with new trends, flavors, and experiences, leading to a heightened expectation for surprise and difference. This explains the boom in unlikely flavor combinations, bizarre brand collaborations, and the meme-ification of everything. The rapid-fire humor and absurd content that dominate platforms like TikTok are shaping a new generation’s expectations for entertainment and engagement.
This tension requires careful consideration.
Here’s how it translates to ROI, with examples in action:
Beyond these core examples, we see playful strategies driving success across diverse industries. Consider Target’s Fantastical Forest, where immersive in-store and digital experiences turn holiday shopping into a whimsical adventure, complete with peppermint swirl paths, curated gift chalets, and playful product zones, capturing consumer imagination and driving engagement. Nutter Butter’s TikTok account amplifies their playful side and drives brand relevance, while Duolingo, with its quirky owl mascot and playful gamification, demonstrates how to keep users engaged and motivated, driving app usage and promoting language learning in a fun and accessible way.
Even collaborations, like the McDonald’s x Cactus Plant Flea Market Happy Meal for adults or the Nike x Ben & Jerry’s “Chunky Dunky” sneaker, showcase the power of surprise and nostalgia to drive sales and spark conversation.
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.
Consider these critical questions:
At CBA, we understand the transformative power of play. We empower brands to unlock their playful potential through:
This article is the second in a series inspired by the insights introduced in our Pulse 2025 report.
Our report offers 9 fundamental insights, illustrated by more than 60 global case studies, to help you create positive impact and identify strategic opportunities for your brand.
This article is the first in a series inspired by the insights introduced in our Pulse 2025 report.
Our report offers 9 fundamental insights, illustrated by more than 60 global case studies, to help you create positive impact and identify strategic opportunities for your brand.
Imagine scrolling endlessly through Instagram, yet simultaneously craving a moment of complete digital disconnection. This tension defines the On-Off Generation, and it’s reshaping consumer behavior.
“Brainrot“, Oxford’s 2024 word of the year, perfectly captures the mental fatigue of our hyper-connected world.
But what if brands could tap into this desire for balance, offering moments of respite and authentic connection?
At CBA, we believe they can. We help brands understand and connect with this dynamic consumer mindset, crafting resonant messaging and experiences that capture the attention of this influential demographic.
The “digital detox” and “sober curious” movements might seem like separate trends, but they reveal a deeper cultural shift: the On-Off Generation’s pursuit of balance. This generation fluidly transitions between periods of intense engagement and mindful disconnection, presenting both a challenge and a significant opportunity for brands.
Much has been said about the harmful impact of screens in our lives. Today’s consumers are overwhelmed by digital stimuli, spurring the “digital detox” movement. From screen-free challenges to the conscious embrace of analog experiences, people are seeking ways to disconnect.
This isn’t about rejecting technology; it’s about integrating intentional and conscious offline moments. This new balance manifests in different spheres in areas such as technology, travel, analog practices, and social life, all embracing more mindful, screen-free experiences.
Curiously, technology itself tries to offer solutions for its excessive use. Platforms like Instagram incorporate features like “Take a Break,” while other applications propose to block social networks on demand. However, there’s an evident paradox: isn’t it contradictory to resort to technology to solve problems that it created itself?
This presents a unique opportunity for brands to tap into the desire for tangible, authentic experiences.
How can your brand offer a respite from the digital deluge?
This pursuit of balance extends beyond the digital realm. The “sober curious” movement, particularly prominent among Gen Z, reflects a search for more conscious socialization and questions the societal norms around alcohol consumption. Why is sobriety often stigmatized? This generation is challenging the pressure to drink to socialize, recognizing the potential harm of this ubiquitous drug. According to Euromonitor International, non-alcoholic beverage sales exceeded 6.5 billion liters globally in 2022.
The phenomenon reflects not full abstinence but intentional sobriety periods (like “Dry January”) or interest in alternatives, from non-alcoholic drinks to psychedelics. Brands like Botivo, Tourtel Twist (pioneering festive non-alcoholic options), and Kiro’s Switchel meet the demand for pleasure without alcohol, emphasizing artisanal production and promoting conscious consumption.
The phenomenon reflects not full abstinence but intentional sobriety periods (like “Dry January”) or interest in alternatives, from non-alcoholic drinks to psychedelics. Brands like Botivo, Tourtel Twist (pioneering festive non-alcoholic options), and Kiro’s Switchel meet the demand for pleasure without alcohol, emphasizing artisanal production and promoting conscious consumption.
The phenomenon reflects not full abstinence but intentional sobriety periods (like “Dry January”) or interest in alternatives, from non-alcoholic drinks to psychedelics. Brands like Botivo, Tourtel Twist (pioneering festive non-alcoholic options in France), and Kiro’s Switchel meet the demand for pleasure without alcohol, emphasizing artisanal production and promoting conscious consumption.
This presents a lucrative market for brands willing to innovate and cater to the growing demand for sophisticated, alcohol-free options.
Another illustration of responsible consumption and a compelling alternative to alcoholic beverages is the Maison Perrier brand. To cater to a growing market segment, Maison Perrier has introduced its chic new range, featuring non-alcoholic cocktails and sparkling water-based drinks. This collection, with packaging designed by CBA, combines sophistication with a refreshing twist.
The phrase “After the effort, comes the comfort,” popularized on urban brand products, encapsulates this generational duality. It reflects a complex persona comfortable with apparent contradictions: the festival-goer who is also a marathon runner (example: when you are 30 and can’t decide on a lifestyle).
Similar to the resurgence of analog: print magazines, fanzines, and diaries offer tactile experiences impossible to replicate digitally. Examples include the Hinge’s couples’ stories magazine, and Miu Miu’s Summer Reads campaign.
But also other examples of how this duality manifests:
How to engage with these multifaceted individuals? How to create messaging, products and services that resonates with both moments of intensity and conscious disconnection?
It’s interesting to think that within the same portfolio, a beverage brand can offer options with and without alcohol, sponsoring events focused on mindfulness and others more festive. Or promote the importance of offline moments using physical events and analog resources, while maintaining a consistent digital presence strategy.
Understanding this alternation mindset – which allows individuals to transition between periods of “total connectivity” and moments of focus or detoxification – has become essential for contemporary brands.
This article is the first in a series inspired by the insights introduced in our Pulse 2025 report.
Our report offers 9 fundamental insights, illustrated by more than 60 global case studies, to help you create positive impact and identify strategic opportunities for your brand.
This article is the first in a series inspired by the insights introduced in our Pulse 2025 report.
Our report offers 9 fundamental insights, illustrated by more than 60 global case studies, to help you create positive impact and identify strategic opportunities for your brand.
In a world where change is the only constant, the ability to discern fleeting fads from enduring trends is more crucial than ever.
We have highlighted 15 trends that promise longevity and sustainability, transcending the ephemeral nature that characterizes the world of brands, with a focus on positive impact.
Our report, covering over 40 industries and 90 case studies, revolves around 5 pillars derived from our Critical Imprint utility map:
Reinventing raw materials and everyday consumer products is a necessity: we must consider material innovation and reorient product life cycles.
Ancient wisdom is increasingly acknowledged for modern environmental solutions.
continue to gain ground. Brands are increasingly rejecting binary gender norms and traditional aesthetics.
are increasingly adopted by brands for holistic well-being.
… while increasingly, brands integrate behavioral design into their strategies, thus promoting spaces of connection and shared experiences against digital isolation.
Brands are adapting to the rising cost of living by prioritizing cost-effective solutions, while cities worldwide adjust to environmentally friendly micromobility.
Many of the startups and entrepreneurs that we are lucky to work with are engineers and product developers who are responsible for some truly remarkable innovations. They’re “idea” people who are able to turn ideas into hardware, software and theoretical Unicorns. They’re brilliant. In the early years of their business, their teams are lean and scrappy. They build and iterate and prototype and drive their friends and families crazy with ideas and decks and pitches. And by the time they show up at our door, they’re eager to bring their business to market, but they need a branding and design agency’s help to do so.
9 times out of 10, this is the point at which entrepreneurs provide us with a brief for their logo. In their minds, this visual mark provides the much needed validity that will enable them to sell their idea to a room and help investors envision their idea as the next big cash cow. Much to their chagrin, this is also the point at which I explain to our entrepreneurs that brands are like icebergs. A logo is but the tip of this iceberg, whereas the heart of the idea lies submerged under water. To make a consumer – or a room full of investors – fall in love, you need the sum of these parts: the full brand.
More often than not, startups struggle with this concept. Many feel that the challenge and cost of conducting a branding exercise is prohibitive. As a result, these clients crowdsource logos or a singular piece of packaging design or collateral which they lean on to support their business as it grows. But this mentality is flawed and is often the most expensive route a company can take; we’ve seen countless companies stumble and fall when they underestimate the role of brand and fail to invest in it.
Much like a startups’ consumer doesn’t fall in love with the lines of code that make up a piece of tech, neither do consumers fall in love with a logo alone. Instead, what wins the hearts and minds of consumers is the combination of code, visual language and story all rolled into one beautiful brand. And while these entrepreneurs are often horrified to hear that we recommend investing the two things they have so little of – time and money – into building their brand the right way, we have seen first-hand the power of “brand” in cementing a startup’s success time and time again.
Here are 3 ways in which early investment in brand can make all the difference for startups looking to stand the test of time:
Many startups are started by young engineers who are, without a doubt, brilliant individuals. But these same individuals often clam up when it comes time to talk about the emotional connection to what they were building. This lack of emotion can be a quick and fatal error. A good product is one thing, but without a story or a reason for believing in your product, your business simply cannot thrive. Emotion is the fastest way to build brand loyalty with consumers, and desire is the strongest emotional of them all. Even the best product will not succeed if no one wants it.
Startups that sit at the crossroads of “desirable brand” and “exceptional product” will forge long lasting emotional connections with their consumers. This connection means loyalty in good times (and shaky), improves the likelihood of word-of-mouth ambassadorship, and inevitably sets up a solid foundation for growth. A great example? While many of its competitors has superior technological capabilities, Apple’s lifelong commitment to brand ensures that their product is the most desirable, and thereby the most successful.
Another common hiccup for startups is their hesitation to create a brand before they have the security of a fully fledged product line. And while the logic in that is relatively sound, it’s forgetting one key reality: every good product company has pivoted and reinvented itself, for which there is an essential ingredient: a strong brand.
A brand is the medium through which a startup can express a desirable and sustainable vision to both investors and consumers. It’s that brand that tells a long term story that transcends product and allows audiences to buy into a bigger vision. And it’s this brand that should act as the North Star long after that first beta product launches. As much as it can be hard for our clients to hear, brand cannot be secondary to product – the two must go hand in hand.
If you are not a brand, you are a commodity. Then price is everything and the low-cost producer is the only winner.
—— Phillip Kotler
A few smaller clients are excited to invest in their brand, but they consider that to be their logo, the look of their website, or their packaging. While these are important components of any good brand, they’re not comprehensive and usually won’t support long term growth. While entrepreneurs can be tempted to embrace short term opportunities because they are facing cash flow issues or lack of interest from investors, it’s vital that they consider their long game before doing so.
With a strong brand in place, it is significantly easier to do this. A clear brand foundation provides a clear roadmap for the business, allowing entrepreneurs to continually vet and develop successful opportunities. Moreover, branding builds more than just desire and security on the consumer side, it also affects the internal value of a company. The best consumer brands in the world are also some of the best to work for because that brand runs deep in their D.N.A. Driven by the mission and the values of the brand, the company purpose comes alive and the company is able to build a strong and covetable culture.
Companies pay too much attention to the cost of doing something. They should worry more about the cost of not doing it.
——- Phillip Kotler
CBA US visited Expo West in Anaheim last week. I think my feet have just about recovered from all the walking. The energy was amazing, and we left super inspired. I thought I’d jot down my main observations and share some of my amateur phone pics to illustrate them. Being a designer, I am mostly focused on food and drink innovation, as that is where change was most ‘out there.’
CBA US visited Expo West in Anaheim last week. I think my feet have just about recovered from all the walking. The energy was amazing, and we left super inspired. I thought I’d jot down my main observations and share some of my amateur phone pics to illustrate them. Being a designer, I am mostly focused on food and drink innovation, as that is where change was most ‘out there.’
Full brand worlds were presented, not just the product and its packaging. The most successful booths attracted crowds that were seduced by appealing identity design, consistent blocks of color, strong branding extended to materials such as stickers, pos, leaflets and yes of course, packaging. FMCG corporate design is a real thing, and the best performers at the expo confirmed the importance of investing in this.
Full brand worlds were presented, not just the product and its packaging. The most successful booths attracted crowds that were seduced by appealing identity design, consistent blocks of color, strong branding extended to materials such as stickers, pos, leaflets and yes of course, packaging. FMCG corporate design is a real thing, and the best performers at the expo confirmed the importance of investing in this.
A memorable experience here was of course product tasting. This was set up, in some cases, as successful ‘theater,’ where the brand world was seamlessly translated to a ‘set’ where food was prepared. Then there were games, rock stages, and chill areas. There were many examples where the brand was effortlessly extended thanks to a strong visual and strategic foundation.
A memorable experience here was of course product tasting. This was set up, in some cases, as successful ‘theater,’ where the brand world was seamlessly translated to a ‘set’ where food was prepared. Then there were games, rock stages, and chill areas. There were many examples where the brand was effortlessly extended thanks to a strong visual and strategic foundation.
It came as no surprise, after multiple Gen Z reports about the preferences of our younger consumers, that brands are simple and bright. Packaging is designed to attract attention on shelf and on the small screen. Flat bright colors dominated the innovation section of the Expo. There was no holding back here, and every color of the rainbow was covered, including a notable presence of pink.
It came as no surprise, after multiple Gen Z reports about the preferences of our younger consumers, that brands are simple and bright. Packaging is designed to attract attention on shelf and on the small screen. Flat bright colors dominated the innovation section of the Expo. There was no holding back here, and every color of the rainbow was covered, including a notable presence of pink.
It was great to see that some brands choose to disrupt by being minimal. This is the design theory I was taught in school: just show what is necessary. A calm oasis amid the sensory overload that surrounds us in this chaotic world (and its supermarkets and digital space!)
It was great to see that some brands choose to disrupt by being minimal. This is the design theory I was taught in school: just show what is necessary. A calm oasis amid the sensory overload that surrounds us in this chaotic world (and its supermarkets and digital space!)
With simpler and cleaner packaging, what is on the pack now needs to work extra hard. Brand names often indicate what the product or positioning is. No more ambiguous names that need further investigating to understand what it actually means, but playful versions of real words creating an ownable brand name.
With simpler and cleaner packaging, what is on the pack now needs to work extra hard. Brand names often indicate what the product or positioning is. No more ambiguous names that need further investigating to understand what it actually means, but playful versions of real words creating an ownable brand name.
Many products now proudly present the important product info on the front of the packaging, such as ingredients (or lack thereof), how it’s made, where it’s from. All designed in an engaging way not just there to inform but also to make you feel good and in some cases, entertain. We also saw a ton of icons adorning all sides of the packaging and displays, further clarifying what each new innovation could mean for you.
Many products now proudly present the important product info on the front of the packaging, such as ingredients (or lack thereof), how it’s made, where it’s from. All designed in an engaging way not just there to inform but also to make you feel good and in some cases, entertain. We also saw a ton of icons adorning all sides of the packaging and displays, further clarifying what each new innovation could mean for you.
Designs were not there to just tell us a story but were designed to invite you in and engage. Messaging appeared human, crafted and/or unique. We all know the typography clichés and ‘go-to’ styles that often mark a specific category. Many designs are now inspired by a lifestyle and Instagram-ability (is this a word yet?)
Designs were not there to just tell us a story but were designed to invite you in and engage. Messaging appeared human, crafted and/or unique. We all know the typography clichés and ‘go-to’ styles that often mark a specific category. Many designs are now inspired by a lifestyle and Instagram-ability (is this a word yet?)
This should not be an ‘ah-ha’ anymore; however, we loved to see how sustainability is here to stay. Everything from plant-based serving platters to edible spoons (which I ate before my ice cream was finished, my bad). And then the biggest thing we saw this year: mushrooms! Mushrooms as protective packaging, mushrooms as chicken, truly incredible and delicious.
This should not be an ‘ah-ha’ anymore; however, we loved to see how sustainability is here to stay. Everything from plant-based serving platters to edible spoons (which I ate before my ice cream was finished, my bad). And then the biggest thing we saw this year: mushrooms! Mushrooms as protective packaging, mushrooms as chicken, truly incredible and delicious.
Now of course this is only a summary of three days of pure joy and inspiration. Impossible to pen it all down. As always, it’s good to share, and I hope this will pass on some of the energy I took away from the Expo. I love exchanging ideas and keeping the conversation going, so if you feel I left anything major out or if you want my opinion on something here and what this could mean for you as a designer or brand, let me know! Happy to talk.
By Rutger Thiellier, ECD.
Now of course this is only a summary of three days of pure joy and inspiration. Impossible to pen it all down. As always, it’s good to share, and I hope this will pass on some of the energy I took away from the Expo. I love exchanging ideas and keeping the conversation going, so if you feel I left anything major out or if you want my opinion on something here and what this could mean for you as a designer or brand, let me know! Happy to talk.
By Rutger Thiellier, ECD.
