Plant-based milk brand Oatly is heading on the road in 2020 with a series of experiential coffee shop pop-ups around the UK. By prioritising human interaction in its promotional strategies, Oatly is responding to a resurgent interest in physical retail from digitally-fatigued Gen Zers.
Dairy-free alternatives to milk are no longer just for those with lactose intolerance. They’re now part of a lifestyle that incorporates the promise of good lifestyle, reduced environmental impact, and better treatment of animals – one that Sweden-born brand Oatly is successfully tapping into.
For all the benefits of e-commerce, retailers recognise that people still value brick-and-mortar, leading some to craft unique in-store experiences. Canvas8 spoke to Steffen Jahn, assistant professor at the University of Goettingen, to learn how experiential retail impacts brand perceptions.
Gen Zers are a tricky yet intriguing generation to grasp – they’re offline-shopping, eco-conscious, genre-defying, values-defending mavericks. As they grow into adolescence and adulthood, what do Gen Zers actually think is cool and how can brands appeal to this cohort’s unique mindset?
Papa John’s has launched a Nordic-inspired pop-up bakery in West London to inaugurate cinnamon buns to the permanent dessert menu. As people embrace new food and culture combinations, brand activations can serve as one way to tickle the tastebuds of a new audience of dough devotees.