Target groups: Youth

 

Doritos wanted to regain relevance with its target audience - 16-24 year old - in a way that would be regarded by the age group as authentic. To achieve this, it wanted to engage this audience in a wa ...

The US pizza category was witnessing flat to negative growth rates, largely because the proliferation of price promotions had commoditized the tactic and reduced consumer response levels. Domino's new ...

From its inception, Truth's challenge was to change perceptions of smoking. Rather than being a sign of independence and rebellion, it aimed to reduce tobacco use by changing the way teens think about ...

Sony was caught flat-footed when the TV category shifted to flat panel. An also-ran with no production capacity, it was forced to produce the Bravia on the same line as Samsung in its attempt to overc ...

Rolling Rock was losing loyal drinkers because of a controversy stemming from the purchase of the brand by Anheuser-Busch. In the beer market, the conversation that surrounds a beer is sometimes more ...

Wrigley is the long-term leader of the gum category with a stable of big brands, but the company wanted a product that dominated both in terms of sales and in the strong bond it had with consumers. Or ...

The 2 SMRT 4U Internet Safety Campaign's had the main objective of increasing the awareness of internet risks among teenage females. The main message of the campaign was to encourage them to change th ...

In 2006, Perrier's US volume had been hit by years of steady decline, and its business had been reduced to a small group of suburban loyalists left over from the 1980s. Marketing was minimal, and prim ...

The South Carolina Department of Health and Environmental Control wanted to create an awareness campaign for 13-18 year olds about the dangers of tobacco use. This was complicated by the fact that the ...

By 2007, Doritos had been suffering a period of declining sales and growth. During this time, the brand had been using inconsistent marketing strategies and messages, meaning that it had become increa ...

Leading up to opening night, ticket sales for the play Cuttin' Up - based around an African-American barbershop - were well below projections. The Alliance Theatre in Atlanta needed a marketing strate ...

Over time, the PC has become a commodity to be sold on 'speeds and feeds'. HP was locked in a price war with Dell that it could never win: as such, it needed to try and shake up the status quo of the ...

Carlo Rossi's user base was in decline, as its traditional target consumer - middle-aged and middle-class wine drinkers - shifted away from drinking jug wine to more expensive foreign options; younger ...

This article uses empirical research, with young (aged 16-21) advertising audiences, to build upon existing communication theory in a number of ways. First, it summarizes meaning-based models that hav ...

Some 83 million people in the US and UK fall into 'Generation Y' - that is, young adults born in the 1980s and early 1990s. While this group is highly attractive to marketers in the £500 billion globa ...

Young people - defined as 16-25 year olds - in Latin America are both actors and a target of change. They are consumers - and arbiters of new fads, values, fashions and technology - as well as being t ...

Social marketers continue to incorporate threat appeals into their advertising campaigns. By understanding how both type, and level of threat, as well as individuals' emotional response impacts on the ...

The paper examines the effect of long-term health-related and short-term social and physical antismoking information on adolescents' beliefs about smoking. Findings from a UK school-based study indica ...

Teens wield in excess of $150 billion in spending power in the US, and are for a number of other reasons an important and influential demographic. African Americans and Hispanics are particular influe ...

This paper explores how to research the lives of consumers in China using a mixture of ethnographic and online research techniques. An analysis of how young people in the country's behave online found ...

This paper examines the online behavior of young people in China, with a particular focus on their habit of manipulating and exchanging images over the net. It discusses a research project based on in ...

Content explosion. Multi-tasking. Spoilt for choice. These are the sorts of terms that sum up life for young people today. This paper seeks to gain a more detailed insight into the lives of this age g ...

As the world becomes a smaller place due to globalisation, and brands also become increasingly global in scope, young people in India, China, Mexico and Brazil face a deluge of western influences. On ...

This article describes how toy marketers are developing their approach in line with children's use of new media. Children and young adults have their own virtual worlds, social networks and media chan ...

This article describes a campaign for Tate Modern to engage with 15-24 inner city Londoners. The teenage audience has no interest in 'art' as defined by the establishment, but have a passionate intere ...

E4, the UK entertainment channel, created a hit youth TV show, Skins, using MySpace and user-generated content in an integrated multimedia campaign. It delivered an estimated 27% return and an award-w ...

The article describes a campaign, by Austrian Railway Company ÖBB, to motivate young people to travel by train in their summer holidays. A hero was created, the Canadian Indian 'Howling Heoro Keese',

The Braille Liga is an organisation helping the blind and the visually impaired. The objective was to create awareness for the Braille Liga, especially amongst young people. The idea of smooth infiltr

As part of MTV's long-running “Staying Alive” campaign to increase HIV prevention by encouraging condom use, Ogilvy Amsterdam created an interactive game. “Knightmare the Game” was targeted at young p

McDonald's wanted to put the “fun” back into its Dutch outlets and grow sales of a premium priced Special Burger. In a campaign costing just under €1m, it created a winter sports theme for its menu an