Most Brands Don’t Know How To Be Millennnial Brands, Also Don’t Know Millennials

Most Brands Don’t Know How To Be Millennnial Brands, Also Don’t Know Millennials
SHARE
THIS



There are very few heritage brands that are able to completely evolve and become millennial brands, according to Tony Lee, strategy director at digital marketing agency ntegrity.

A lot of heritage brands, meaning popular brands back in the 80s and 90s, Lee believes don’t know how to talk to millennials properly, without utilising big, attention-seeking moves.

Lee drew on recent examples such as the Cadbury and Vegemite mash-up as well as the Pizza Hut and meat pie combination. Chocolate brand Cadbury created a bar of chocolate combined with salty spread Vegemite. The combination drew a heap of social media posts about it, namely whether people liked it or not, as well as parodies of flavours such as chocolate and cat food, and chocolate and cement.

In early June Pizza Hut teamed up with Four ‘n Twenty to create a pizza with meat pies circling the crust.

FourN-Twenty-Stuffed-Crust-POS-e1432880003856-1260x840

“It’s an attention seeking sort of technique getting to engage with millennials,” said Lee, “because they have this perception millennials are attention deficient. So they create something unusual and monstrous that creates that sort of attention.”

Which stems from marketer’s unfairly characterising millennials as attention deficient, said Lee.

“They think they’re vain and have demanding personas,” he said, however argues this isn’t the case.

“I work in a millennial business so I think those characterisations are pretty obtuse. I work on the belief that millennials govern the principles of what I call ‘social acceleration’. The principles of convenience, progress, improvement, betterment and identity.

“Because ultimately millennials want to gain something from their relationships with brands, not just to have a conversation.”

It’s about creating experiences, Lee continued, and making them feel good about themselves. Which is an age-old technique that heritage brands should have down pat.

The closest brand to be a purely millennial brand, in Lee’s opinion, is technology giant Apple.

The many brands that will struggle to achieve the purely millennial status where the loyalty of the demographic is through the roof will go through cycles of popularity and unpopularity, said Lee.

“I think there will always be a place for brands for brands like Vegemite, I don’t think we can shake that from our Australian psyche.”

Please login with linkedin to comment

Advertising Standards Bureau Eardrum Australia royal prank

Latest News

Image lead story Photo Gallery: Inside Thinkerbell’s Brand New Swanky Sydney Digs
  • Media

Photo Gallery: Inside Thinkerbell’s Brand New Swanky Sydney Digs

Indie creative, media and PR agency, Thinkerbell, has capped off a stellar 12 months, moving its Sydney office into swanky new digs in Redfern in the city’s inner west. Following a flurry of new business wins and hires, the 40-strong Sydney team shifted out of its old offices in Surry Hills to the new premises […]

by B&T Magazine

B&T Magazine
New York, June 22, 2016: The BuzzFeed sign at the company headquarters.
  • Advertising
  • Media

Buzzfeed, Inc. Launches Lighthouse In Australia, UK And Beyond

BuzzFeed, Inc. today announced that Lighthouse, an offering for advertisers across its platforms that brings brands closer to its audience, is now available to clients internationally. Lighthouse leverages BuzzFeed’s tech-powered foundation and diverse array of content across BuzzFeed, Inc. – which includes BuzzFeed Entertainment, BuzzFeed News, Tasty, HuffPost and Complex Networks – to provide advertisers […]

News Corp Launches Cost Of Living Series Smart Savers Amidst Growing Crisis
  • Media

News Corp Launches Cost Of Living Series Smart Savers Amidst Growing Crisis

News Corp Australia has today launched a six-week cost of living editorial series, Smart Savers, to help its audiences make informed decisions to navigate the rising cost of living. According to News Corp Australia research consumers are spending, on average, 60 per cent of their incomes on bare essentials including food, fuel, housing and insurance […]

oOh!media Launches Dynamic Screen In Perth’s Claremont Quarter
  • Advertising

oOh!media Launches Dynamic Screen In Perth’s Claremont Quarter

oOh!media continues to expand its large format digital network in Western Australia, launching a full-motion dynamic broadcast screen at Claremont Quarter, a premium retail and lifestyle destination in one of Perth’s most exclusive suburbs. Located to the west of Perth’s CBD, Claremont Quarter is a prestigious luxury-focussed shopping environment comprising more than 120 high-end retailers […]

T Australia Releases Inaugural Culture Issue As Australian Arts Industry Continues Revival
  • Media

T Australia Releases Inaugural Culture Issue As Australian Arts Industry Continues Revival

T Australia: The New York Times Style Magazine’s inaugural Culture issue released today, featuring a cover depicting Australian dancer and model Rhys Kosakowski in fashionable motion and Australian artist Harold David creating “Thigh High and Safety Net” in the background. The abstract expressionist artwork was painted live as photographer Levon Baird shot the cover, and was […]

Ethnolink Releases Multicultural Flood Warning Campaign Following Tragic Deaths
  • Campaigns

Ethnolink Releases Multicultural Flood Warning Campaign Following Tragic Deaths

Multicultural communications agency Ethnolink has developed a culturally and linguistically diverse (CALD) campaign for NSW State Emergency Service (SES) that delivers flood warning and safety messages for multicultural communities in Sydney’s north-west. The campaign, which will run across a range of channels, has been launched on the back of news that three people in NSW […]

Stratosphere And AJF Team Up For NED Australian Whisky Campaign
  • Campaigns

Stratosphere And AJF Team Up For NED Australian Whisky Campaign

Stratosphere and AJF have collaborated with Top Shelf International’s NED Australian Whisky brand for a campaign featuring a combination of TV sponsorship and out of home placement. The campaign features a range of 15 second TV commercials live in key AFL and NRL games on Thursday and Friday nights across regional markets. The sponsorships will […]

Tiger Beer Celebrates Kick-Off For Football Season With New Campaign, The Golden Son
  • Campaigns

Tiger Beer Celebrates Kick-Off For Football Season With New Campaign, The Golden Son

To celebrate the start of this year’s football season, which kicked off last weekend, Tiger Beer has unveiled its latest global campaign – ‘The Golden Son’ – starring official Tiger brand ambassador Son Heung-Min. ‘The Golden Son’ celebrates Son’s most recent triumph: in May, he became the first Asian player to win the Premier League’s […]