Campaign details
Brand: Lion Cereal, CPWAgency: Mother London
Exec Summary
In 2019, Lion asked Mother how they could get more 16 - 24 year olds eating Lion Cereal. And in the process of answering this brief, we uncovered what's wrong with marketing aimed at this audience.
By trying too hard to be relevant, brands aimed at GenZ have been actively turning them off. And as a result, advertising wasn't just something they were apathetic towards, they actively hated it. This resulted in a vicious cycle: the more brands tried to target teenagers with 'relevant' advertising, the more...