PopWorks has teamed up with Malibu, to launch the first-ever limited edition Pina Colada flavoured popped corn snack.
It comes just in time for the warmer weather, following research showing a Pina Colada is one of the top three go-to summer cocktails amongst Brits*. The even better news? Whilst the popped corn snack containing only 81 kcals, might taste just like the summer cocktail – it’s actually alcohol free!
To celebrate the partnership, PopWorks commissioned research to determine the age in which people go from being disappointed to delighted at being ID’ed. The results reveal that 43% found it annoying having to show ID as a youngster (but still of legal age), yet nearly half (45%) of all adults – and 56% of millennials – would be delighted if they were to get ID’ed at their current age*.
The study showed that Brits go from being annoyed at being ID’ed to ‘delighted’ once they turn 29 years old, with 59% of adults revealing that being asked to prove they’re above the legal age makes them feel young, boosts their confidence (39%), and know it makes for a great story (30%)*.
But the average age the ID proof requests stop is around 27 years old – only two years before the age many are delighted to be asked. With Millennials, those aged 28 to 44, the most likely to immediately start bragging to friends and family if it happened to them now (56 per cent compared to 36 per cent of Boomers).
Taking over the All Good Convenience Store in Victoria, London, PopWorks put the research to the test, hiding a camera and asking customers of different ages to show ID for various items to see if there is an age shift from being disappointed to delighted. They were even asked to show ID for a packet of the PopWorks x Malibu popped corn snack, much to the surprise of many.
The results spoke for themselves, with those within the older demographic being elated at the request, while Gen Zs couldn’t look more irritated if they tried.
Cynthia Finke, PopWorks’ marketing director, commented on the findings: “It’s funny how things change. You hit a certain age – 29 to be exact – and suddenly being ID’ed feels like a compliment, when many of us spent years before dreading it! But no matter your age, whether you love or hate flashing your ID, it’s not an issue with our new Pina Colada popped corn snack. In an exciting first with Malibu, they’re totally alcohol free!”
With more than half of Brits (54%) finding the cocktail flavour reminds them of being on holiday*, the new popped corn snack brings the exotic summer flavours people know and love into a bite-sized snack that can be enjoyed anywhere, by anyone. Even if more than one in 10 (12 per cent) secretly love the drama of pulling out their formal identification*.
Gui Pascuilli, head of culture & partnership Malibu, talked more about the partnership: “With summer arriving, people crave that first sip of a Piña Colada to kick off the season. But why limit that feeling to the beach? At Malibu, we love inspiring people to enjoy their time off in unexpected ways. That’s why we’ve teamed up with PopWorks to launch a new snack—a popped corn snack combining PopWorks’ crunch with the tropical flavour of a Malibu Piña Colada. Non-alcoholic and full of good vibes, it brings the holiday mindset to you, wherever you are. It’s bold, playful, and we hope consumers love it as much as we do.”
