Hello curious people!
Here are this week’s headlines:
It just got delicious. The Wall’s Ice Cream’s Minecraft collab shows how brands are turning digital play into real-world pleasure.
Non-invasive diagnostics and city mood mapping; 2 examples of how tech is making our world a better place.
From cyber-goth e-waste dolls to 3D-printed fashion and indulgent comfort food, this week’s picks celebrates those that dare to break the rules.
From beer retirement accounts to music videos inside Excel, these brands are making an impact in ways that are making us clap 👏 .
The Prince of Darkness is gone, but his spirit of unapologetic reinvention lives on. Ozzy reminds us: the best ideas come from asking why the hell not?
Hope you enjoy!
Angelique
I’ve Been Thinking About the Metaverse
Yep, that capital-M thing we were all told would change everything, then seemed to ghost us like a bad situationship. Not too long ago it was hyped as the next tech unicorn, then fizzled under the the wave of AI disruption.
Or did it? The reality is the Metaverse is alive, and more fun than ever. Case in point: Wall’s Ice Cream’s Minecraft-inspired range, tapping into a world of 140 million monthly players.
Let’s unpack why this matters.
Minecraft is Mainstream Culture
Let’s start with a little myth-busting. If you think Minecraft is just for tween boys hopped up on Capri Sun, think again. Its average player is 24, building, exploring, and vibing in a pixelated universe.
Wall’s nailed it by launching real-world ice cream flavours inspired by this virtual sandbox. This campaign bridges digital creativity with physical enjoyment, showing how the metaverse blurs the lines between virtual and real worlds to create fresh, engaging ways to connect with existing and new audiences.
Why it works:
Massive Reach: 140M monthly users, globally engaged.
Broad & Relevant: Appeals to adults (and tweens).
Playful Connection: Brings Minecraft’s creativity to real-world treats.
It was clever, relevant, and yes…delicious!
Why Does It Matter?
Because when brands meet consumers where they’re actually playing magic happens. Wall’s tapped into a world built for collective joy and infinite creativity.
As a reader of The Pleasure Report, you already know our mantra: joy, connection, and immersive escape are not TikTok trends—they’re human truths.
And guess what? 28% of US adults already say they’re excited about virtual concerts, museum tours, and gamified brand worlds. Not because it’s “innovative,” but because it’s a fun escape.
When we stop obsessing over the latest hype-cycle trends and start designing for emotional connection, it clicks.
Other Brands Winning in the Metaverse
Wall’s isn’t alone. These brands created experiences that invite exploration, escapism, and social connection—something memorable (and scalable):
NFT Energy’s Digital Sips
Merges real-world drinks with virtual collectibles, energising fans with digital wallet rewards tied to physical products.
Kellogg’s Breakfast Playground
Roblox town transforms breakfast into family-friendly games and crafts, making mornings interactive and fun.
Alo Yoga’s Sanctuary
This wellness retreat on Roblox offers yoga and meditation on a serene island, with digital gear and mental health donations tied to mindful quests.
Chupa Chups City
This candy world offers games and NFT rewards, tying physical sweets to collectible digital experiences on Roblox.
Purina’s Virtual Pet Racing
The Arena lets pet lovers race virtual pets, building community through shared passion and playful competition.
ESPN’s Football Island
This Fortnite hub immerses football fans in interactive play, enhancing fandom with digital sports adventures.
As more and more brands chalk up the wins in the Metaverse, the time to consider a play there has never been more attractive with opportunities to:
Reach New Audiences: Connect with millions on platforms like Minecraft or Roblox expanding your brand’s reach.
Boost Engagement: Create immersive games or events that spark joy, keeping fans locked in through interactive, memorable experiences.
Drive Innovation: Experiment with interactive brand worlds that offer escapism while making shopping seamless and fun.
Build Community: Empower fans to co-create with avatars or NFTs, fostering loyalty through shared, personalised digital spaces.
Stay Relevant: Align your brand’s DNA in ways that let you join the digital culture wave authentically to avoid potential cringe—staying true to what the brand stands for while bringing the wacky fun is critical for success.
Learn Fast, Win Big: Test pop-up events and collabs, using analytics to refine and scale what resonates, keeping you ahead of the curve.
Curious about how your brand might make a Metaverse move? We’d love to help. Simply reply to this email and we’ll set up some time to talk you through our approach.
The signals you’re seeing?
They come straight from Future Possible®, the world's only innovation tool that combines consumer foresights, actionable opportunities, and thousands of inspiring signals. It’s a sweet bundle of everything we’re seeing that gets updated weekly, so you can stay inspired and map your next moves for only £95/year.
Wait, What?!: Sci-fi Tech Hitting the Real World
Caltech’s new PillTrek smart capsule is a mind-blowing little gadget that can ready your gut’s chemistry in real-time. It promises a future of non-invasive and personalised diagnostics. That means no awkward tubes, operations, or weird insertions!
Researchers at the University of Missouri are training AI to create “sentiment maps” of cities from social media photos and Google Street View. This could help design happier, less stressful cities by showing exactly where more green spaces or better community spots are needed!
The Cata-Lyst:
4 Mind-Expanding Finds We’re Tuning Into
This week’s picks celebrate those who dare to break the mould.
.XENON
Recycled Rebellion
Artist .XENON’s LAVOODOO dolls turn e-waste into cyber-goth Labubu cousins. These handcrafted, dystopian creations blend consumer culture protest with creepy-cool art, proving even broken things can find new purpose. Funny thing is they’re selling like 🔥🔥🔥.
Dope Comfort Food
The Rolling J*int Food Truck is taking indulgence to the next level with Cheech & Chong as their muse. We’re loving their unapologetic commitment to reinventing classics like the Smashed Meatball Griddled Cheese and Sugar Smack Fried Chicken. Scroll for some mouthwatering flavour inspiration.
SCRY LAB
The Future of Form
SCRY Lab’s 3D-printed shoes and bags are sculpted, not stitched. Parametric, waste-free, and eerily elegant. We’re excited by this approach that dramatically reduces waste while opening up completely new design possibilities.
© Don Hunstein
Kind of Blue
We’ve got this in our ears this week. Miles Davis and six musicians, two days in the studio, and the best-selling jazz album of all time. A potent reminder that great work doesn’t need endless planning. Just trust, flow, and the right people in the room.
4 Great Marketing Moves
With so much media to consume across so many channels, it’s increasingly tough to make an impact with consumers. Here are a few brands doing stand out stuff that makes an impact and raises a smile.
Jordan Brand Making Impact With A Surprise Approach
Unlike any ad for footwear you’ve ever seen, Nike’s Jordan Brand created this award-winning musical short to mark its 40th anniversary, featuring players bursting into the famous song from Annie, “It’s A Hard Knock Life”.
Source: The Drum / Waitrose / Wonderhood
Waitrose Making An Impact With Scale
Apparently “anything’s a kebab if you put a skewer through it” - so why not a building?
Poker Beer Making Impact That Makes A Difference
ABInBev’s Poker Beer created a loyalty scheme with heart for shop keepers of Columbia; creating a “Beer Retirement Account” for those who previously had no prospect of being able to retire.
Spotify Creating Impact Through Ingenuity
For Spotify’s recent launch of video advertising, they created a B2B campaign that speaks to media buyers in their native tongue - Excel! “Spreadbeats” features the first music video ever to be launched in the land of cells and formulas.
RIP Ozzy
Ozzy Osbourne, the wild-hearted Prince of Darkness, left us at 76, but not before his crazy “what if?”—sparked by eyeballing fans mobbing horror flicks outside a Birmingham cinema—birthed heavy metal and flipped culture on its head.
Rest in peace, you gloriously unhinged legend. Your fearless vibe, chasing what’s next with zero apologies, dares us all to crank the volume and create something iconic.
Ever onward 🔮 👽 🎩 🪄