Marketing to children: the role of co-creation and humour for the LOL generation

Lena Roland

The use of co-creation techniques and the importance of fun to the "debt and doubt" generation were some of the themes explored at Kids and Youth Research: Understanding and Engaging Generation Z, an event held by the Market Research Society in London in January 2015.


Britvic, the soft drinks company, described how it used co-creation techniques to help inform its strategy.

Emma Worrollo, managing director, The Pineapple Lounge, and Ounal Bailey, director of consumer innovation at Britvic, the soft drinks company, explained the process that helped Britvic achieve its goal of creating "the coolest kids' challenge in the world".

Research found that while play was important to children they had limited access to outdoor play and thus had "less opportunity for freedom and risk taking", Worrollo said. But at the same time children expressed an appetite for new experiences. Tough Mudder, the endurance event, was identified as the ideal partner to help bring outdoor adventure to the lives of children.