Generation Y is today's teens. It is hard to market to this group as they have become increasingly savvy and have little brand loyalty. They also don't have to rely on parents to make purchases on their behalf as the majority of them have part-time jobs. The generation has a cynical and practical view of the world which makes it hard for ad campaigns to efficiently hint at buying the product. PepsiCo attempted to earn Gen Y loyalty with it's Generation Next campaign that featured kids showing off branded trinkets, jackets and gym bags but the general consensis was that it was annoying and just one long "please, please buy me".
What HAS worked for Pepsi is their celebrity campaign which features celebrities from the Spice Girls to Britney Spears to Michael Jackson:
Marketing companies have caught on that the best way to advertise to teenagers is to keep up with their latest obsessions like Twilight and Lady GaGa and use this information to target their products at them.
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