Representation for reviewing persona characteristics for a defined demographic.

1. U.S. millen
where the
previous g
they do w
U.S
SOCIA
nnials are h
ey seek acce
generations
with the self‐
S. M
AL, AD
ighly social
eptance wit
s, and are hi
‐assured fre
MIL
DVENTU
and connec
th their pee
ighly spirite
eedom to m
LLEN
UROUS
cted. They a
rs. Millennia
d and passi
make life cho
NN
S, SPIR
are ultra‐im
als tend to
onate abou
oices on the
IAL
RITED,
age conscio
be adventu
ut who they
eir own term
LS
FREED
ous in real li
rous over
are and wh
ms.
DOM
fe
hat

2. U.S.
NEW VA
Technolog
and inspire
especially
up in a hig
It isn’t har
and find a
a tweet or
on their n
Millennial
informatio
Essentially
the Millen
 A rec
perce
comp
54.
 Entre
‘alwa
hours
passi
by th
Conseque
developin
periods of
Essentially
offers valu
and which
individual
. MIL
LUES AN
gy and the
ed new va
for the Mi
gh‐tech and
rd to walk
Millennia
r taking the
ewsfeed.
s are highl
on on Goo
y, digital co
nnial minds
cent study f
ent of Mille
pared to on
epeneur.co
ays on’ men
s a day con
ve form —
eir Millenn
ntly, reach
g a contin
f garnering
y, what wil
ued contex
h can be co
as well as
LLEN
ND BEHA
internet h
lues that h
llennial ge
d hyper‐co
inside a lo
l glued to
e latest Bu
ly mobile a
gle instead
onnectedn
set since th
from comS
ennials are
nly 5 perce
m states th
ntality acco
nsuming m
— and it’s m
nial peers.
hing these
uous serie
g attention
ll be neede
xtual relev
ontinuousl
communi
------
NNIA
AVIORS
ave create
have never
eneration, w
onnected w
cal Starbu
their smar
uzzFeed qu
and they fi
d of asking
ness has be
hey were c
Score found
mobile‐on
nt of peop
hat the Mil
ounts for a
edia in eith
mostly conte
consumer
es of micro
n).
ed is snack
ance at ea
y reinforce
ty influenc
------
ALS
ed new beh
before ex
which have
world.
cks down
rtphone se
uiz that po
nd their
g a neighbo
een ingrain
children.
d that 18
nly web use
ple ages 35
lennial
s much as
her active o
ent created
rs will requ
‐moments
kable conte
ach touchp
ed to build
ce and adv
haviors
isted,
e grown
the street
ending out
pped up
or.
ned into
ers,
to
18
or
d
uire
s (short
ent that
point —
d
vocacy.
o
PURCHA
POW
Accordin
PEW RESE
millennial
surpass Ge
as the LAR
GENERAT
the U.S.
workfo
--
Millenn
represen
of the U.S. po
and more
$200 bil
in ann
purchas
powe
% of labo
1
ASING
WER
ng to
EARCH,
ls now
en X'ers
RGEST
TION in
labor
rce.
nials
t 25%
opulation
e than
llion
ual
sing
er.
or force
1

3. It's a
diffe
Mille
in a t
givin
prior
shar
prev
BOR
19
biggest ge
social & c
with debt
a diffe
erent
ennia
time
ng the
rities
rply di
vious g
RN BE
80
eneration in
connected
t . differen
erent
world
ls hav
of rap
em a s
and e
iffere
gener
ETWE
n U.S. histor
. less mone
t priorities
world
dview
ve gro
pid ch
set of
expec
nt fro
ration
EEN
200
ry . first dig
ey to spend
d, a
.
own u
hange
tation
om
ns.
00
gital natives
d . encumb
p
,
ns
s .
ered
2
2

4. SO WHO
 Socia
 Mult
born
 Mille
diver
 They
purc
 More
child
 Abou
 Almo
purc
caus
 37%
servi
 46%
frien
 A mi
tech
 They
post
them
 80%
 Mille
prod
 70%
com
 79%
like t
 69%
O ARE U
ally aware.
ti‐cultural an
n from the e
ennial behav
rsity and rea
y make up 2
hases in the
e than half o
dren.
ut 1 in 4 are
ost 50% of m
hase from a
e.
say they ar
ce to suppo
report they
ds compare
llennial is 2
nology than
y are conten
original pho
mselves have
of millennia
ennials want
ducts and br
feel a respo
panies after
would like t
to travel abr
of millennia
U.S. MIL
Image — ye
nd loosely d
early 80's th
viors consis
alistic consu
1% of consu
e U.S.
of millennia
e parents to
millennials w
a company i
e willing to
ort a cause t
y have more
ed to just 19
.5x more lik
n other gene
nt creators a
otos or vide
e created.
als want bra
t to particip
rands (40%)
onsibility to
r a good or
to visit all 5
road.
als say they
----------
LLENNIA
et financiall
defined as b
ru to the ea
t of tech sa
umerism.
umer discre
al household
day.
would be w
if their purc
pay more f
they believe
e than 200+
9% of non‐m
kely to be an
erations.
and users. 4
eos online th
ands to ente
pate in co‐cr
.
share feed
bad experie
0 U.S. state
y crave adve
-
ALS?
y conscious
being genera
arly 2000's.
vvyness, cu
etionary
ds (53%) ha
illing to mak
chase suppo
or a produc
e in.
+ Facebook
millennials.
n adopter o
46% report t
hat they
ertain them
reation of
back with
ence.
es — 75% w
enture.
s.
ally
ltural
ve
ke a
orts a
ct or
f new
they
m.
ould
U
USEFUL IS
CO
Millenn
value bran
enhance
lives
--
Brand
who stan
more than
bottom line
greater mil
bran
love
--
Millenn
expect br
to align ma
message
their co
value
sets
3
THE NEW
OOL
ials
ds that
e their
s.
ds
nd for
n their
receive
llennial
d
.
ials
rands
arketing
es to
ore
e
.
3
W

5. MILLEN
Looking at
see what g
 Acce
hom
servi
rise t
 Bran
With
mille
lowe
‐
‐
‐
‐
 Heal
exerc
They
healt
com
 Valu
 Top
drink
 Popu
Ama
 Popu
Venm
 Popu
and
NNIAL L
t millennia
generally r
ess not Own
es, cars, mu
ces that pro
to what's be
ds and Reta
h product in
ennials are t
est cost.
57% of mill
Millennials
decisions
Millennials
Quality is st
generations
th and Well
cising more
y are using a
thiest foods
pelling bran
ed Brands:
Purchases:
ks, tattoos a
ular Website
zon.
ular Apps: m
mo, InstaSiz
ular Celebrit
Emma Wats
IFESTY
l preferenc
esonates w
ership ‐ mil
usic, and lux
ovide acces
eing called t
ail ‐ millenn
formation,
turning to b
ennials com
are turning
are a gener
till key, but
s
lness ‐ mille
e, eating sm
apps to trac
s. And this i
nds.
companies
spending on
and piercing
es: they are
most popula
ze, BuzzFeed
ties: Taylor
son.
LE & BR
ces for bra
with gener
lennials hav
xury goods.
s to produc
the "sharing
ials' affinity
reviews and
rands that c
mpare prices
g to their on
ration that l
price is a m
ennials purs
arter, and s
k training d
is one place
------
such as Nik
n craft booz
gs, and orga
e flocking to
r apps on m
d and Tinde
Swift, Jenn
------
RAND A
nds, webs
rational cor
ve been relu
Instead, th
cts without t
g economy"
y for techno
d price com
can offer m
s in stores
nline networ
lives online
more import
ue a daily a
smoking less
ata, and on
e they are w
------
ke, Apple, Sa
ze, donation
anic food.
YouTube, S
millennial m
er.
ifer Lawren
------
AFFINITI
ites, apps,
re values.
uctant to bu
hey're turnin
the burdens
.
logy is resh
parisons at
aximum con
rks when m
and conseq
ant factor t
nd active lif
s than previ
nline inform
willing to spe
amsung, Son
ns at the cas
Spotify, Buz
obile device
nce, Robert
ES
and more
uy items suc
ng to a new
s of owners
aping the re
their finger
nvenience a
aking purch
quently buy
han it is for
festyle. The
ious genera
ation to find
end money
ny and Wal‐
sh register,
zFeed, Elite
es include Y
Downey Jr.,
, we can st
ch as
w set of
hip, giving
etail space.
rtips,
at the
hasing
s online
other
ey are
tions.
d the
on
‐Mart.
energy
e Daily and
Yik Yak,
, Beyoncé
4
tart to
4

6. MILLEN
Looking at
begin to b
 Millenn
differen
U.S. spi
 Smaller
demand
 Millenn
spirits m
consum
 The bat
consum
favor of
 A recen
“large p
quality
moneyo
 Howeve
spirits d
quality
 But high
entend
yes, but
function
 In the N
promisc
experim
 Millenn
over, bu
of spirit
 Compar
consum
opportu
connect
NNIAL S
t millennia
uild an ear
nials are mu
nt categorie
rits market.
r, emerging
d.
nials represe
market, and
mer base.
ttle is on for
mers are incr
f smaller, cr
nt Nielsen Be
percentage”
or taste” w
onmass‐mar
er, the surve
drinkers said
either all or
her price an
re. Millenni
t they also a
nal” level.
Nielson repo
cuous” and
menting.
nials represe
ut they acco
t consumpti
ratively, mil
mption. How
unities to gr
tion can be
PIRITS
l trends fo
rly interest
ch more ad
es, which ha
.
brands of c
ent the bigg
they repre
r their heart
reasingly op
raft distilleri
everageAlcoh
” of millenn
hile also sta
rketalcoholic
ey went on
d they equa
r most of th
nd perceived
als are look
are seeking
ort, millenni
are interest
ent about on
ount for 35%
ion.
lennials rep
wever, the u
row consum
made at an
---
AFFINIT
r preferred
t profile fo
venturous a
s definitely
raft spirits a
gest growth
sent the fut
ts and their
pting to reje
ies using qu
holMediaRep
ials say they
ating they w
cbeverages".
to reveal th
te a higher
e time.
d value is s
king for grea
value at an
ials are ide
ted in trying
ne‐fourth o
% of beer co
present only
pside is the
mption if a c
n emotional
--------
TIES
d spirits, w
r the U.S. c
and like to e
had an imp
are driving i
segment of
ture of the i
wallets, an
ect big‐bran
uality ingred
port revealed
y will not “g
will not “spen
.
hat 34% of m
price with h
omething o
ater financia
“emotiona
ntified as “f
g new thing
f U.S. adults
onsumption
y 20% of tod
ere are many
hampagne
and functio
we can
consumer.
explore
pact on the
industry
f the U.S.
industry’s
d younger
d spirits in
dients.
d that a
give up
ndtheir
millennial
higher
of a double
al value ‐
l and
fairly brand
gs and
s 21 and
n and 32%
day's wine
y
category
onal level.
--
Adventu
Experie
Craft S
Qual
Tast
Ingredi
Price / Q
Percep
Imag
Consc
Emotio
Functio
Value
Bran
Promisc
Low Cat
Consum
--
5
urous
ential
pirits
ity
te
ents
Quality
ption
ge
ious
onal
onal
es
nd
cuous
tegory
mption
5

7. Veuv
work
brea
the S
way
serie
wrap
cons
will a
the s
Veuve C
VCP l
just t
CELEBRAT
ve Clic
k hard
ak thro
Spirits
to do
es of a
pped
sumer
allow
story
licquot soc
oves y
he wa
TION OF AC
cquot
der th
ough
s indu
o this
authe
into m
r expe
mille
throu
cial stance
you,
y you a
CCEPTANCE
t will h
han ev
the n
ustry.
is thr
entic s
micro
erienc
ennials
ugh th
are
& INDIVIDU
have t
ver to
noise i
The b
ough
storie
‐mom
ces w
s to li
he bra
UALITY
to
o
in
best
a
s
ment
hich
ve
and.
6
6

8. STORYL
Millennials
brand’s co
they deem
able to see
connection
Expanding
StoryLiving
brands to
values.
StoryLiving
consumers
stand for m
The most s
telling the
commercia
brands, wh
differentia
authentic,
Brands hav
now we ar
encourage
or spirits c
to think ab
#MakeItH
tying the b
promote o
The subtle
social caus
" The Inte
hate. To
the end
[togethe
LIVING
s are more
ntent with
m it meaning
e themselve
n.
g on this co
g takes sto
identify wi
g is one of t
s, who pref
more than
successful
m. It’s no lo
al. Millenn
hich is why
ator. It only
unique an
ve historica
re seeing e
e positive b
ategory (a
bout the Co
appy. Coc
brand and i
online and
e brand me
se that eve
ernet can be
o either hur
of the day,
er] #MakeIt
- REACH
likely than
their frien
gful and un
es in the co
ncept furth
orytelling to
th consum
the best w
fer to spen
their botto
brands are
onger eno
nials deman
y StoryLivin
y works, ho
nd meaning
ally told sto
ntire move
behavior. A
lbeit the be
oca Cola m
a Cola crea
its image to
offline pos
essage was
eryone cou
e used to spr
t someone o
it's whateve
Happy [with
------
HING M
other gene
ds via socia
nique. That
ontent in o
her, a new
o the next
mers throug
ways to con
nd their mo
om lines.
e living the
ugh to sim
nd more fr
ng is becom
owever, wh
gful.
ories about
ements cre
Although n
everage in
multi‐chann
ated quite
o one of cy
sitivity.
obvious, b
ld promote
read either h
or make som
er we make
h a Coke]. "
------
ILLENN
erations to
al media, b
t means the
rder make
w paradigm
level and is
gh shared c
nect with m
oney on bra
ir stories, n
ply create
rom their fa
ming a critic
hen the me
t giving bac
eated by br
ot in the ch
dustry), we
el campaig
a buzz by v
yber bullyin
but it prom
e and get b
happiness o
meone's day
it. Let's
NIALS.
share a
ut only if
ey must be
a
called
s a way for
common
millennial
ands that
not just
a funny
avorite
cal
essage is
ck, but
rands to
hampagne
e just need
gn ‐
visually
ng to
oted a
behind.
r
y. At
e
r
d
--
Coca C
Reebok
Always ar
handful of
embrac
StoryLi
to create
relationsh
millenn
Some o
top millennia
are follow
and adapt
more millenn
minds
Veuve Cl
coul
be on
of the
spirit br
to ado
suc
an
approa
--
7
Cola,
k and
re just a
f brands
cing
iving
e solid
ips with
nials.
of the
al brands
ing suit
ting to a
nial driven
set.
licquot
ld
ne
first
rands
opt
h
ach.
7

9. Altho
targe
cons
Clicq
prim
it sh
mille
to id
prof
cultu
cont
pers
best
live.
Marketin
one unifo
life and th
ough
et des
sumer
quot h
mary d
ould
ennia
dentify
files (g
urally
textua
sonaliz
t suite
'
g to millenn
orm group.
he impact t
the M
scribe
r grou
has pr
demo
be no
ls sho
y mic
gende
) to d
al and
zed e
ed for
nials should
Targeting n
heir age has
Millen
es a b
up, an
rovide
targe
oted t
ould g
ro pe
er and
evelo
d rele
xperie
each
take into a
needs to con
s on his or h
nnial
road
nd Veu
ed a
et pro
arget
o furt
rsona
d
op hig
evant
ences
'stag
ccount they
nsider at ea
her behavio
uve
file,
ing
ther
a
hly
s
ge of
y are not
ach stage of
r.
8
8

10. BRAND
NOTAB
Taking a p
famous fac
campaigns
DeLe
2015 . F
recruite
Tequila
The Nex
six 15‐s
“short a
The Nex
and soc
Playboy
TV durin
various
networ
provide
“We kn
brands
to captu
do that
AMBAS
LE SPIR
age out of
ces are be
s launched
eón Teq
Former rapp
ed to launch
aimed at “f
xt Level, as
econd vigne
attention sp
xt Level cam
cial media si
y and Comp
ng the final
programs o
ks. Blues art
ed the music
ow today’s
– want quic
ure them w
.”
SSADOR
RITS DIG
f peer bran
ing recruit
d across the
quila
per Sean “D
h the first fu
fast‐paced”
the campai
ettes giving
pan” a look
mpaign was
ites as well
lex. Further
season of t
on the Disco
tist Muddy
c for the clip
consumers
ck, enticing
ith the first
-
R INFLU
GITAL C
nding book
ted to star
e spirits ind
Diddy” Comb
ull‐scale digi
Millennials
gn was calle
“media‐sav
behind the
featured ac
as luxury on
rmore, the s
the hit serie
overy, Histo
Waters and
ps.
– even tho
content,” s
beat. These
----------
ENCE -
CAMPAIG
ks, a host o
in marketi
dustry.
bs and Diage
ital campaig
s.
ed, encomp
vvy” consum
Tequila bra
cross digital
nline websit
spots were
es Mad Men
ory Channel
d musician N
se shopping
tated Comb
e spots are
GNS.
f
ng
eo were
gn for DeLeó
passed
mers with a
nd.
, broadcast
tes, such as
also aired o
n, as well as
and Esquire
Naomi Scott
g luxury
bs. “You hav
designed to
ón
on
e
t
ve
o
CR
O
C
h
C
o
c
b
L
le
lo
s
T
d
li
v
a
H
in
C
o
a
h
b
“B
J
c
h
ra
h
to
d
d
S
it
A
s
p
lo
lu
a
RISTAL VS
Once a high-fly
Champagne La
high-profile adv
Cristal has rec
out of flavor wi
circles as the 'g
bubbly drink.
Living the high
ed Jay-Z to po
ove for Cristal
song “Hard Kn
Then in 2006,
dropped the wi
st at the 40/40
vowed to neve
again.
He did so after
nauspicious qu
Cristal's manag
of Louis Roede
appeared in an
how he felt abo
becoming the d
Bling Lifestyle
ay-Z believed
comment disre
his lifestyle as
acist. He quic
his preference
o the three-hu
dollar-per-bottl
de Brignac “Ac
Spades” and ra
t on his next A
Ace of Spades
skyrocketed int
popularity, whi
ost some of its
uster among je
and nightclub p
--
9
S. JAY-Z
yer
abel due to
vocates,
ently fallen
thin some
go-to'
-life is what
ontificate his
in his rap
ock Life."
Jay-Z
ine off the
0 Club and
r drink it
r an
uote from
ging director
erer
n article on
out Cristal
drink of the
e. "
d the
espectful of
well as
kly switched
from Cristal
undred-
e Armand
ce of
apped about
Album.
s
to
le Cristal
s golden
etsetters
patrons.
9

11. Cacheça
Cachaça 51 t
bash at SXSW
conference to
launch of its D
The free app
analyze the S
libraries of pe
and then crea
reflective of th
musical taste
involved.
More than 90
attendance at
which offered
cocktails craft
based mixolo
Revelers' play
selection of m
songs for the
choose from,
the crowds fo
the night.
a (2015)
threw a lavish
W film and mu
o celebrate the
DJ-51 app.
was designed
Spotify music
eople in the ro
ate a playlist
he collective
s of all those
00 guests were
t the launch p
d a selection o
ted by New Yo
ogist Gil Bouha
ylists offered a
more than 18,0
DJ-51 app to
and to enterta
or the duration
--
J
usic
e
d to
om
e in
arty,
of
ork-
ana.
a
000
ain
of
Johnny
2015 . Dia
film in par
U.S. TV sh
A three‐m
American
“Drama” C
Keep Walk
The script
directed b
continuati
optimism
The short
YouTube c
thoughts o
Walke
ageo releas
rtnership wi
ow, Entoura
minute clip –
actor Kevin
Chase and w
king campai
was written
by Dillon’s co
on of Dram
and persiste
film was av
channel and
on social me
er
ed a Johnni
th a Warne
age.
– titled John
Dillon as hi
was launche
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--
11
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11

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12

14. 13
13