How More Brands Are Creating Millennialized Spin-Offs

More and more companies are creating Millennialized versions of their traditional brands to attract younger consumers… 

Millennials currently spend $170 billion a year and are projected to spend $200 billion a year starting in 2017, according to a recent study. Last year, we told readers that as Millennials steadily exert their spending influence, we would continue to see the rise of Millennial-focused brands—and that some were beginning to introduce new spin-off brands to Millennialize their traditional offerings.

Since then, more and more major companies have begun dabbling in cooler, little-sibling brands to cater to young consumers’ preferences and test new concepts. Whole Foods has begun to open their spin-off chain 365 by Whole Foods, created to appeal specifically to Millennials. The food retailer is carefully designing those stores to attract younger shoppers, including making locations reflect local culture and not look like cookie-cutter replicas, keeping their look simple, and including staffers in customizing details. The latest rumor is that 365 locations could even include tattoo parlors. Here are three more recent examples of long-standing brands branching out into Millennial territory, launching separate chains made for the next generation:

Holler & Dash

Cracker Barrel Country Store may be this year’s number one full-service, family-dining spot, but the down-home chain doesn’t necessarily conjure up images of cool young consumers. But their new brand, Holler & Dash is a fast-casual concept that Eater says “is obviously directed at the coveted Millennial demographic.” The chain’s first location boasts mason jar lamps, exposed brick, and a much more modern aesthetic than its old-timey parent brand. The menu stars several recent foodie trends: fried chicken sandwiches…


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The Newsfeed

Quote of the Day: “Most social media is an echo-chamber for immaturity.”—Male, 30, MD

Violent video games don’t cause violent behavior, according to “one of the most definitive [studies] to date.” At a time when several states are considering tacking on extra taxes to violent video games, the Oxford Internet Institute’s study found that playing content considered violent did not cause 14-15-year-olds in the U.K. to act more aggressively. The study’s co-author says that previous studies have been influenced by “researcher biases” that led to studies that gave “undue weight to the moral panic surrounding video games.” (

A new rosé brand is winning over Millennials with its Instagrammable bottle. The Wonderful Company, known for brands like Fiji Water and Pistachios, brought a new wine brand to market just in time for Valentine’s Day—and it’s already outselling their other labels. JNSQ (an acronym for the French phrase “je ne sais quoi”) sells rosé and sauvignon blanc that come in glass containers designed to look like retro perfume bottles. Influencers and a national marketing campaign helped propel the brand. (Adweek)

Minecraft for mobile made more money than ever in 2018. According to Sensor Tower, the gaming sensation’s mobile version raked in $110 million last year, rising 7% from last year. In addition, 48% of that revenue came from the U.S., followed by just 6.6% from Great Britain. All eyes may be on Fortnite, but the Minecraft Effect still has a hold on young gamers, and Gen Z & Millennials still rank the game as one of their favorites. (Venture Beat)

Nostalgic Millennials can soon set sail on a Golden Girls-themed cruise. The experiential, adults-only cruise will include themed activities like a “One Night in St. Olaf Dance Party,” a game of Ugel and Flugel, and a costume contest for fans dressed up as the main characters. There will also be plenty of trivia, bingo, and cheesecake on this five-night experience aboard the Celebrity Infinity. This isn’t the only cruise ship catering to adults recently; Virgin’s first cruise ship is 18-and-up-only and even has a tattoo parlor on board. (People)

Daquan, the meme account with 12 million followers, is teaming up with All Def Media for a slate of original content. The premium videos will signal a departure from what Daquan is known for: gritty, homemade content that ranges like blurry SpongeBob SquarePants screenshots transformed into memes via clever captions. The new videos will debut across All Def Media and Daquan’s social channels, which include Instagram, Facebook, Snapchat, IGTV, and YouTube. (Tubefilter)

Quote of the Day: “I think social media can bring light to issues that are of importance such as animal rescue and environmental awareness.”—Female, 22, MI

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