Summer is fast approaching, and we at milkshake are happy to see that "body summer" is becoming less and less topical (it's about time).
In a previous article, I talked about the trend towards nostalgiaRead it here. After fashion and beauty, this trend is making a strong comeback in food and, more specifically, beverages.
Ultra-worked photos of drinks in cafés are being replaced by more authenticity with photos taken in the moment. It's much more fashionable to leave the order label on our favorite drinks and take a photo in the car.
Brands have realized that the drink is the new "fashion accessory". We've already seen the names on Starbucks drinks. Now it's the decor that counts just as much as the drink.
the drink: the new fashion accessory
Because yes, much more than giving a sense of belonging to a brand, it's also a marker of a fashion trend. "Tell me what you accessorize, and I'll tell you who you are". More green matcha for the healthy girl, and lots of color and ice cubes for the self-assured one (to be verified if the photos are only for posting rather than for consuming the drink).
JOE AND THE JUICE, A SUCCESSFUL SCANDINAVIAN BRAND WITH A CALIFORNIAN FLAIR
Joe and The Juice, a brand with a strong presence in airports and major railway stations, has successfully taken up the challenge of "aestetics" drinks without neglecting composition. Welcome to fresh, ultra-colorful juices with the pink touch of brand DNA (on labels, bags, packaging, etc.).
So how do you explain this trendy, feel-good craze for these drinks?
60% OF FRENCH PEOPLE DRINK FRUIT JUICE ONCE A WEEK
Sources: Le Figaro and Unijus
And yes, consumers are very attentive to "in & out" and place as much importance (especially post-pandemic) on external well-being (skincare, haircare, sport) as on nutrition.
Sonia, Strategy Director