An overview of Millennials (written in 2013)

1. 1

2. AGENCY OVERVIEW

3. WHO WE ARE: BEST OF BOTH WORLDS
Brooklyn, Creativity,
Speed, Nimble,
Integrated Thinking, Idea Driven
SMALL IN SIZE
Multi-Agency Network, Global Resources,
Scale and Production Efficiencies
206 Offices, 96 Countries,
1,300+ Clients, 11,000+ Employees
Industry Leader:
Named Agency of the Year 120 Times
LARGE IN
STRUCTURE
3

4. WHO WE ARE
4

5. THE NEW AMERICANA
The study of shifts in American
culture and demographics,
whether pragmatic or paradigm,
that influence how people identify
and define their place in society.
These shifts are inspired by
innovation, creativity, politics,
science and behavior.

6. SNAPSHOT OF OUR CLIENTS
6

7. LET’S TALK ABOUT
MILLENIALS

8. The Facts…
+ Also known as:
Generation Y, Echo Boomers,
Generation Next, Boomerang
Generation, Peter Pan Generation
+ Born between 1979 and 1997;
Ages 16-34 in 2013
+ 31% of the U.S. population
+ 34% are married or part of an
unmarried couple living together;
61% have never been married
+ 31% are parents
+ 57% are head of the household
+ 32% are employed full-time
+ 10.9% of 18-29s are unemployed
+ $889.3 billion annual Millennial buying
power

9. BUT WHO ARE MILLENIALS
REALLY?

10. Core Values
Confident
Connected
Change
Is normal

11. Confident
+ They display a great deal of self-confidence to the point of appearing cocky.
+ They are the most educated generation in American history.
+ Their entry into careers and first jobs has been badly set back by the Great
Recession, but they are more upbeat than their elders about their own
economic futures as well as about the overall state of the nation
Nearly 9 in 10 high
school students today
say that they would use
the word “confident” to
describe themselves.
0% of Millennials said
that they lacked
optimism about the
long-term future.
81% of Millennials
chose the word
“hopeful” to describe
their feelings about the
future, 65% chose
“optimistic” and 57%
chose the words
“confident” and
“excited”
95% of Millennials
reported that “It is
important to have a
positive outlook on
life,” with 77% strongly
agreeing with this
statement.

12. Connected
+ Millennials are technically literate like no one else - Technology has always been part
of their lives,
+ They embrace multiple modes of self-expression: three-quarters of Millennials have
created a profile on a social networking site, compared with half of Xers, 30% of
Boomers and 6% of Silents.
+ Technology is fundamental to the lives of Millennials:

13. Change is Normal
+ They are more ethnically and racially diverse than older adults.
+ Millennials possess a range of attitudes about nontraditional family
arrangements and are more accepting of racial differences than other
generations
+ Millennials are redefining what is “normal”
+ Millennials’ have an interest in social causes

14. What is Important for Them…
+ They are the “microwave” generation. They want what they want right at the
moment they figure out that they want it.
+ Yet traditional standards of success and priorities still matter to them, yet on
their terms.
Millennial workers want freedom and the
flexibility to work how they want and this
“freelance” attitude allows them to:
Work wherever they
like (92 percent).
Work whenever they
like (87 percent).
Work on more
interesting projects
(69 percent).
Travel while working
(half say they’d
prefer this to taking
vacation time).

15. MEET YOUR SIERRA MIST
POTENTIAL TARGET

16. WHAT DRIVES THEM?
• Making a difference
• Technology
• Speaking up and standing out
• Being “culturally connected”
• Self actualization and discovery
• More journey oriented than goal oriented
• Not defined by one thing
I’m a student and
right now a
waitress but I am
also a blogger, a
dancer, a stylist, a
photographer……

17. WHAT ARE THEY INTO?
• Cultural Eating
• Writing - social commentary
• Living out loud AND DOCUMENTING IT ALL
• Self Expression
• Crafting
• Dreaming

18. WHAT DO THEY DISLIKE?
• Conspicuous consumption
• Gimmicks or anything inauthentic
• Taking anything too seriously
• Labeling
• Being stagnant
• Being ignored

19. WHAT ARE THEY LOOKING FOR IN A BRAND?
• Innovation
• Design
• Relevant to the times
• More “Conscious Consumption”
• Brand experiences not branding
• Permission for “Personal Branding”

20. Their Brand Affinities

21. The dichotomy of their lives may seem
like they are a study of contradictions…
• They have varied interests…
• They may be self-centered and convinced of their specialness and
unaccustomed to being denied…
• But they also want to change the world and are idealistically optimistic but…
• It all works

22. Celebrity Archetype - Solange
• Independent
• Fashion Forward
• Cultural
• Artistically Expressive
• Nostalgic yet modern
• Youthful and Fresh
• Bold

23. Celebrity Archetype – Bruno Mars
• Independent
• Fashion Forward
• Cultural
• Artistically Expressive
• Nostalgic yet modern
• Youthful and Fresh
• Bold

24. Other Celebrity Archetype s
ZOE KRAVITZ CARLY RAE JENSON
DIGGY SIMMONSKYLIE & KENDALL JENNER

25. This is an attitude that leads to
overarching platforms
+ Xers and/or Boomers who subscribe to this mindset will be targeted as well
as secondary or tertiary targets
+ Potential Platforms to Explore:
Establishing
a Healthier
lifestyle
“Armchair
Activism”
Documenting
and sharing
experiences
Music other
than
mainstream

26. MILLENIALS AND CSDs

27. Millennial Trends in CSDs
+ Health concerns have impacted the CSD market and heighten the
awareness and focus on low/no/reduced choices
- Our target will turn to the healthiest carbonated drinks when seeking a
cheap indulgence
- Yet taste is paramount
+ Focus on product naturalness is also a focus as well
+ Men generally stay clear of diet drinks with the perception of being feminine.
- CSDs that get across a better for you message without “diet” in
their names fare better
+ Although cola and citrus flavored CSDs remain popular, strawberry and
red apple are the next preferred flavors
27

28. Which works with our target
An
Unhealthy
lifestyle
not
interested
in natural
or diet
An “all
natural“
lifestyle
not
interested
in soda
For those who are open to a healthier lifestyle and are not too far down the rabbit hole to be extreme
“anti soda/only all natural/solely water”, Sierra Mist is the perfect choice because it is the superlative
happy medium of a “healthy CSD”

29. YOUR WAY IN

30. MILLENNIALS DON’T JUST
WANT TO BUY YOUR BRAND,
THEY WANT TO BE
A PART OF IT.

31. The new model

32. Brands as facilitators of digital customer
creativity
+ As digital grows, so does the visual storytelling trend: Instagram, for example, is millennial
dominated, and more and more brands are providing users with opportunities to show off,
and possibly collect rewards for sharing their pictures
#BonobosNation#PureAdventure #CapturingEuphoria
Belstaff Bonobos Ben & Jerry’s

33. Some brands integrate user photography into
their own marketing mix
Red Bull Armani
J'espère que tu vas bien
The first Instagrammed movie
poster campaign

34. Topline Implications
This is a target that puts high currency on:
+ Being seen AND heard
+ Capturing moments and sharing experiences
+ Being a part of the action
+ Not being boxed in and not being defined
Sierra Mist will leverage these insights and enhance their lives
+ Stay in constant contact with the target
+ Utilize non-traditional qualitative and quantitative research monitoring
+ Deliver consistently
+ Give over (some) control of your brand
+ At the end of the day, don’t take yourself too seriously;
keep brand messaging and promotions light, entertaining yet impactful
34

35. Going Forward…
Sierra Mist Positioning
Emotional Benefits
Key Attributes
Target Profile
Strategic Insight
Brand Theme
Brand Personality
We would further assist in crafting:

36. PEPSI HAS ALWAYS BEEN
ABOUT THE NEW
GENERATION AND HAS,
AND ALWAYS WILL,
EMBODY AND FUEL THE
SPIRIT AND OPTIMISM OF
YOUTH…

37. 37

38. APPENDIX

39. LET’S START WITH A QUIZ

40. • FACT AND FICTIONThey’re narcissistic,
pampered, coddled and lazy
• FACT AND FICTION
Millennials are more caring, interested
in social issues and concerned about the
environment compared to previous
generations
• FICTIONMillennials hate marketing.
• FICTIONBooks and magazines are
obsolete for Millennials
• FICTIONMillennials hate face to face
interactions
• FICTIONMillennials are cynical and
mistrusting of institutions.
•FACT!
Millennials can be complex,
multifaceted, expressive and
creative
Who Are Millennials?

41. Millennial Background

42. CSD Background

43. Pepsi Background

44. Sierra Mist Background
+ In 2005, a series of improv-based Sierra Mist commercials titled "Mist Takes" began airing. The
commercials featured comedians Nicole Sullivan, Debra Wilson, Aries Spears, Jim Gaffigan and
Michael Ian Black.
+ In 2006, Kathy Griffin, Tracy Morgan and Guillermo Diaz joined the cast. Diaz and other members of the
cast of Otro Rollo starred in the Spanish-language versions of the commercials.[17]
+ In 2007, Nicole Randall Johnson and Eliza Coupe joined the cast, replacing Debra Wilson and Kathy
Griffin.[18]
+ Sierra Mist is an official partner and sponsor of Major League Soccer and two franchises within the
league, the New England Revolution and D.C. United.[20]
+ Responding to consumer demand for products made with natural ingredients, Sierra Mist, changed to
Sierra Mist Natural.
+ Sierra Mist Natural is made with real sugar and nothing artificial - no preservatives, no artificial flavors
and, as always, no caffeine. Sierra Mist Natural is being touted as the reinvention of lemon-lime soda
made with only five simple and natural ingredients.
+ To complement its new, natural profile Sierra Mist Natural also has a brand new look. The updated logo,
package design and new light green bottle highlight the product’s crisp, clean lemon-lime taste, its
simplicity and its natural appeal.
+ To underscore that Sierra Mist Natural is made exclusively with natural ingredients, the ad campaign,
created by Goodby, Silverstein & Partners (San Francisco, Calif.), uses the tagline, “The soda nature
would drink if nature drank soda.” The ads tap some of nature’s experts — rocks, trees and even
rainbows — to express their yearning for the pure and natural ingredients of Sierra Mist Natural and its
refreshingly delicious taste.

45. Opportunity to leverage more digital in the
media mix
+ Millennials are the first “Digital
Native” generation
– Multicultural audiences are even
more wired than the general
market
+ Enhancing digital in the media
mix allows for more affordable
campaigns
– Furthermore, good digital work
gets WOM – the most efficient
from of marketing
Sources: The Pew Research Center’s Internet & American Life Project, May 2011 & Feb. 2012 | http://www.pewinternet.org/Reports/2012/Digital-differences/Main-Report/The-power-of-mobile.aspx,
http://www.pewinternet.org/Reports/2011/Twitter-Update-2011/Main-Report.aspx | http://www.allaccess.com/net-news/archive/story/109251/targetspot-study-finds-hispanic-african-american-a.
http://www.brafton.com/news/who-uses-instagram-most-millennials-obviously

46. Done Right
+ McDonald’s Premium wrap - a.k.a. "Subway busters”
If you are going to eat fast food, this is the best option
“The new offering affords
McDonald’s “the platform for
customization and variety that our
millennial customer is expecting of
us. ... Our customers are
consistently telling us, particularly
Millennials, they expect variety,
more choices, customization and
their ability to be able to
personalize their food experience.
Also, the packaging design was an
important challenge for us as we
wanted to ensure our customers
can enjoy each bite; whether
dining in our restaurants or on-
the-go”

47. Too Much
+ Campbell Go Soups
Trying WAY too hard
“Campbell tapped Spotify, where
consumers can create custom playlists
built off the persona of the soups “