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Pop culture

The ice-cream museum opened its doors last year in Los Angeles – to date, it has received over two million visitors. On April 7 this year, the egg museum opened in New York. And tomorrow what? A pizza museum? A candy museum? A milkshake museum?

In France, everybody knows a chocolate museum – even just one. There are several of them in this country and they all have the same goal: to introduce the chocolate’s origins, its transformation process, its related know-hows, its “secrets”… The pedagogical goal fits in with the relationship we have with food, often seen as a cultural object. There is also an egg museum in France, in Soyans, in the Drôme department. Visitors of every age are invited to discover eggs of all sorts, from ostrich and dinosaur eggs to painted or soft-boiled hen eggs. The intention is good, but it will doubtfully seduce the Millenial generation. Even less the Z generation… In this field as in others, the generational gap is widening.

On the opposite, the American ice-cream museum and the egg museum have never had the intention of teaching their visitors anything. As their only goal is to offer fun and surprise, they display tons of interactivity and real scale games. And of course, a lot of tasting, and temptation shops on the way out. What matters is to offer an experience, to create a souvenir and to feed social networks. This explains why these places are so instagramable. To pose next to a giant Eskimo pie, to walk on gummy candy bears, to dive into an egg ball pool. Wooh! To see is good. To be seen is even better… It doesn’t matter if no egg or ice-cream “secret” is revealed… In fact, the desire to learn is not always the consumers’ motivation. It can also be to see a familiar object in a new light, without another motivation than having fun. Their desire to spice up their daily life has a new face.

Meanwhile, brands try their best to attract consumers on their products. They no longer do it through attractive prices or innovation. They now use story-telling and brand content, anecdotes and exploits.

So What ?

After years of commitment and responsibility speeches, couldn’t brands place their products on the pop culture territory?

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