This beverage was repositioned to appeal to Generation X, as a radical choice that would differentiate them from Baby Boomers. They do not want to be part of the crowd, especially when it's a baby boomer crowd. Though the popularity of extreme sports may fade, the positioning of being a different drink for a different crowd can endure over time. Major pen marketers are now capitalizing on demographic and workplace shifts in industrialized countries. Though these product formats aren't new, positioning them as relief for now common problems means increased awareness and greater sales.
Fads can be harder to capitalize on.
Again, make sure it is still consistent with brand image and strategy. Because children and teens have rapidly shifting tastes, fads are often incorporated into marketing programs designed for them. For example, McDonald's used Tamagachi Virtual Pets as its Happy Meal toys. The fact that kids may not be interested in them long-term did not matter. Further, these toys are consistent with McDonald's fun kid positioning.